FIFA World Cup 2026

The Challenge

Visa’s 2026 FIFA World Cup brief was to create standout creative that could move the brand from operational partner to a core part of the consumer experience. The system had to work across 16 stadiums and multiple environments, with 40,000 pieces of point-of-sale creative to bring to life.

The Insight

Capitalize on the global love of the game by featuring Visa-commissioned illustrations from around the globe, representing football, fandom and culture.

The Idea

We extended Visa’s illustration-led identity into retail and point-of-sale environments, treating the illustrations as gallery-like works of art rather than graphics to fill space. A scalable, flexible system gave Visa a more distinctive presence while making the most of the investment.

Experience & Design

We designed separate systems for food and beverage and for retail, so each environment could work the right way. Food and beverage needed simplified visuals to cut through the noise; retail called for a different treatment. We also introduced three new tactics: menu-board lower thirds, mobile-cart attachments and terminal signs. Together, the system carried Visa’s visual identity across 16 stadiums and multiple environments.

Making It Real

As Creative Director, I led the project and design team from concept development through design, client presentation and sell-in, vendor management and installation. When onsite conditions challenged the plan, our teams adapted and problem-solved in real time to keep the work moving toward matchday.

The Impact

When fans arrived, Visa’s branding was visible and functional and fans engaged with the materials. The work stood out enough that Visa executives asked to take pieces home as permanent reminders of this amazing execution.