Long-term Visa account

Client: Visa
Agency: Razorfish
Project success: Long-term work with a demanding client on a high-profile site as well as direct mail system
Personal contributions: Strategy, copywriting, creative concepts, meticulously documented account workings, managed teams of copywriters and content strategists

With a long-term engagement on the Visa account, I worked on everything from complete site overhauls, monthly newsletters to content audits and strategic recommendations that improved functionality. Most recently I worked on “Start Your Search” a new site section that helped site visitors to make personally relevant sense of the many products and services that Visa offers, while not discouraging those with few financial options. For that effort we needed to define a range of customer groups and a messaging strategy for each of those groups—pretty heavy stuff for Visa.