Challenge

Visa is going through a brand shift, moving away from being perceived as a credit card company (which they are not) to a payment technology leader.

Solution

Visa Everywhere, a thought leadership blog that allows Visa to showcase their innovations. This is supported by a robust cross-linking strategy, showcasing this content in the periphery of heavily-trafficked utility pages, to tell the story without impeding user tasks.

What I did

Mined current content for repurposing, editorial calendar, gap analysis, cross-linking matrix to all relevant products/segments, copy editing.