As senior designer at 160over90, I designed this pitch with the explicit task of empowering women through awareness of VISA’s many financial products. My direction conveyed coolness and ease through a contemporary palette and typography that would speak to savvy women and stand out from the pink-laden campaigns that constantly bombard them in today’s market. Here, I’ve included some early typographic-only explorations as I appreciate how those cadenced concepts paved the way for the final campaign.