SmartyPants Vitamins Rebrand

Jun 3

SmartyPants Vitamins Rebrand

Visa is one of the world’s largest payment networks, with hundreds of card products issued across global markets. Their LATAM brand team led the development of a new global affluent card system to elevate premium offerings and unify execution across 90+ regions and issuing banks.

Challenge
Create a premium card design system to rival AmEx Platinum, while remaining adaptable across 90+ issuing banks and global markets. The system needed to elevate Visa’s high-tier offerings and ensure seamless implementation for brand partners.

Approach
Inspired by the restraint of luxury fashion and informed by deep color theory, we created a modular visual system with built-in flexibility and appeal across global affluent markets . We introduced the first-ever vertical card orientation—aligned with the rise of chip readers—now widely adopted in credit card design.

Deliverables
- Modular card design system
- Tier strategy and visual hierarchy
- Global toolkit and issuer packaging assets
- 90-page internal and external usage guidelines book

Impact
- Recognized globally and adopted across internal teams and issuer partners
- Streamlined execution and elevated the luxury standard for issuing banks
- Inspired the global shift to vertical card design
- Improved consistency with fewer revisions across diverse markets

Role
Creative lead for system strategy and architecture—oversaw visual development, defined design principles, and ensured implementation readiness.

Stakeholders
SmartyPants CEO, CMO, and cross-team partners, as well as Unilever Health & Wellbeing Collective leadership.