WORLD is
WORLD's Hero: Vadaa
Vadaa(s) is the hero for WORLD for quite some time.
WORLD with Vadaa
Vadda was a great tool to communicate campaigns of World. For each campaign there was a special Vadaaf figure, perceptionally enhanced with visaul elements and objects. Unfortunately, the color and aesthetics was not at a top level (unlike O2 or Orange examples I've previously studied), but from a distance they look as if they work fair enough.
WORLD Re-launch
In September 2009, the WORLD logo turned into the big thing and got rid of the Yapi Kredi logo on it.
That way, it became open to other affliations (like Anadolubank World Card) other than Yapi Kredi. It was obvious that not all consumers would cary each bank's card and brands in the card market would downgrade to few. So, this new WORLD logo is the result of developing a standalone product under the umbrella of Yapi Kredi.
The "big" message was carried with people on a small scale in comparison with the WORLD logo. WORLD was always the biggest element in visuals.
WORLD without Vadaa
In the relaunch period, World first (tied to) put Vadaa a side and keep going with the "big" world logo and humans. It was a big step, but was it the right move?
As you might guess, within one month Vadaa striked back in full force. Visuals above without the Vadaa element shows the major difference in perception and communication and also the power of Vadaa.
WORLD for Various Segments
To appeal and differentiate for various segments, World uses a color code.
- Purple - for standard card
- Grey - for platinum card
- Gold - for gold card
- Blue - for business card
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