CONTEXT
The payments industry grapples daily with escalating digital security threats, prompting a surge in diverse security protocols and competitive payment platforms. Amidst this complexity, achieving differentiation poses a formidable challenge, even for innovative new offerings.
APPROACH
Mastercard® began trials for a groundbreaking digital identity verification service, focusing on privacy-by-design and minimal data exchange to redefine identity protection. The engagement focused on crafting a distinct brand identity that would resonate with consumers while harmonizing with the Mastercard brand. The team meticulously integrated the service's unique capabilities into a brand framework that balanced autonomy with alignment to the Mastercard legacy.
IMPACT
Named simply “ID,” the brand embodies security and privacy through its logo and visual identity, symbolizing the mosaic of personal data with a focus on minimal, essential information exchange. This strategic alignment within the Mastercard design system ensures seamless integration while enhancing brand recognition. The service’s launch underscores Mastercard’s commitment to innovation in digital security, setting a new standard for identity verification in both digital and physical domains.
Role: Design Director (concept development process, logo, motion graphics, implementation)
Agency: Tenet Partners
Team: Andrew Bogucki (Senior Partner, Creative Director), Annick Wydooghe (Design Director), Beth Flom (Senior Partner, Strategy), Andrew Douglas (Director, Editorial Services), Alex DiMaio (Designer), Jahaun Umar (Production Director), Renee Malfi (Account Director)
Awards: 2020 Transform Awards (Gold)
