MasterCard Advisors
Identity
Brandbook
Visual Systems
Creating an identity for a new service offering
As the professional services arm of MasterCard Worldwide, MasterCard Advisors provides payments consulting, information, analytics, and customized services to financial institutions and their merchant partners worldwide.
Challenge
MasterCard held unparalleled knowledge of customer purchasing behavior. Recognizing the value of this expertise, they created a new, separate business aimed exclusively at providing payment services consultation.
Actions
We at Lippincott set out to ensure the success of this new venture, beginning with a new name and positioning. The name we proposed—MasterCard Advisors—appropriately signals the new, fee-based consulting business while also maintaining a connection to the parent brand.
Next, we created a visual identity, starting with a new logo. Our design team created a variant of MasterCard International’s interlocking red and orange circles that stylized and
extended these forms to visually express MasterCard’s bold movement into new markets.
Our designers also produced a visual system of subtle color and white space for a PowerPoint template, stationery and brochures.
To express the vision and focus of the Mastercard Advisors brand, our team produced a simple and stylish launch piece.
We also provided event planning and media relations counsel for the launch of the new brand. Lastly, we developed marketing collateral with a fresh look and feel for this new and innovative business.