Large financial firms like VISA have the resources to concoct multi-limbed marketing programs around a single initiative, as was the case with VISA’s BUXX program. Added complexity was involved because two distinct audiences were targeted: parents and merchants. This meant that the visual design vocabulary had to be expanded to most effectively target these very different audiences. Fortunately VISA was helping out by providing eye-catching photography. It was then a matter of applying this and other signature graphics to a wide range of marketing assets, including posters, tri-fold brochures, table tents, instructional literature, CD cases, etc.