Visa x FIFA World Cup

Led the design and development of both the large and small-format visual system for Visa’s FIFA World Cup retail experience, creating a flexible framework that adapted across flagship superstores, team stores, and retail environments in 16 host cities. A key design challenge was creating a presence that could stand apart from the sea of brightly colored, highly visual FIFA assets surrounding the tournament. Leaning heavily into white space and restraint became a defining part of the system, giving Visa a distinctive visual presence while allowing its illustrative language to command attention within an otherwise saturated environment.

The official reusable retail bags were also designed for distribution throughout the tournament, transforming an everyday retail item into a collectible keepsake that extended Visa’s global illustration campaign beyond match day.

The retail system brought Visa’s visual language to life across thousands of fan touch-points, turning moments of payment and purchase into immersive brand experiences. Working at a global scale, the project balanced creative ambition with operational complexity, requiring a design system that could adapt to evolving venue conditions while maintaining a cohesive, premium presence across the tournament.