Challenge

The US Mastercard customer, based in Miami, stressed the need for an identity of its own for the Mastercard Caribbean business unit. Mastercard Caribbean is the first in sales in LAC (Latin America and the Caribbean) and its main characteristic is its capacity for innovation and its diversity: it is made up of 27 islands, 12 different currencies circulate in the region and 8 languages are spoken.

Development

It's a large and diverse team, but this unit stands out for bringing innovation to the rest of the Mastercard world. This is how the claim was generated: Innovation beyond borders. From a central concept “Diversity + Innovation + Unity”, an identity was developed in conjunction with an international launch campaign.

An isotype inspired by the Mastercard brand was created for the identity, taking the new concepts as a premise. The innovation is represented in the claim and in a minimalist and modern logo that from simple links you can see an integrated and thriving Mastercard team. From the 8 different languages, 8 rings or circles were created to show the diversity, as well as the colors that go from the Mastercard color palette to a marine turquoise inspired by the beautiful seas of the Caribbean. From the intertwined rings or circles, unity is represented, which is other of the concepts raised.

A main axis for creating this identity are the people who were part of the launch campaign. They participated in the videos and in an aesthetic style that was generated in the identity, making themselves part of the project.

Design pieces were developed such as mailing, posters, clothing, notebooks, pens, interfaces and videos, among others.

Results

A successful identification was achieved, driving the growth of a more united team than ever before. People quickly appropriated the new identity resulting in a great impact for everyone.