Visa CEMEA is Visa International's fastest growing region and incorporates more than 90 countries. It is the most geographically and culturally varied region, with diverse member banks and consumer needs.
Part of the workbook's aim will be to capture the brand's inspiration and make it meaningful to all those working for Visa. It will then look guide those involved in creating communications, across disciplines, to develop consistent "on brand" communications that resonate with the target audience.
Elmar Leissle, head of brand communications at Visa, said: "Through Bite, the development of the Visa CEMEA brand book is an opportunity to rediscover Visa's uniqueness and highlight its ongoing relevance to everyone internally."
The project is currently due to launch in September and, according to Bite, the project is about brand archaeology.
"The project is about brand archaeology and it's proving to be highly engaging for employees', a Bite spokesperson said.
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