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Barclays

INSIGHT

“Top of wallet” isn’t just habit: it’s emotional. The card people reach for first is the one they associate with ease, reassurance, and the promise of experiences that actually matter.

RESPONSE

I developed an out-of-home concept that makes Visa feel like the instinctive first choice by visualising the emotional payoff behind that reach. A stream of holiday snapshots spills from an open wallet, turning it into a portal to the memories and experiences Visa helps enable. A paired minimal execution strips the idea back to the card alone, reinforcing Visa’s role in opening up life’s adventures.

AI Render

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