Visa One-of-a-Card


How to overcome apathy towards credit cards and breakthrough with a truly unique offer.


  • Identified a key consumer insight that consumers were seeking greater connection in everyday life, due to technology’s erosion of “Americana”.
  • Linked this to a new credit card technology that allowed consumers to choose their own picture to put on the card.

CenterBrain Positioning Breakthrough:

The first card that lets you show your personality whenever you shop.


  • Quantitative results showed that almost 40 percent of consumers were interested in obtaining the card and saw a benefit over the card they were currently carrying.
  • Developed the introductory television advertising, which tested and beat all other major national credit card advertising.
  • Brand introduced in 2005.

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