Mastercard, in partnership with Harvard Business Review, developed a new index designed to give business leaders a unique level of insight into coming trends in innovation based on a balance of industry leader and consumer perspectives. In support of this effort, Mastercard asked 50,000feet to develop the name, visual identity, messaging platform and activation ideas to take this exciting new business tool and intelligence platform to market.

The simple new wordmark features a custom ligature which serves as a focal point and symbolizes connectedness and transformation.

Custom wayfinding signage helped to pique curiosity and drive foot traffic to surprise in-office events and orientation days for Mastercard colleagues as part of the internal launch.

Mastercard asked 50,000feet to help its subject matter experts become content publishers at global scale. To do this, we enabled and evolved its Training Guide and Content Publishing Guide into a simple and measurable series of online training modules using video, interactivity and current pedagogical techniques to anchor learning and make impactful change a more enjoyable experience. 

To help Mastercard achieve its vision of better B2B marketing and sales integration, 50,000feet worked with Mastercard’s Global and Regional teams to develop a better standard for buyer enablement and developed the methods and tools to help product, marketing and sales colleagues across the enterprise to apply them to their own unique product propositions across regions, buyers audiences and at scale.

The strategy and the final tools strike the balance between global consistency with regional flexibility, structured message development and creative range in B2B and product marketing.

Sometimes, it’s not strategy, but just a better marketing and promotion toolset that customers need. To support the rapid deployment of promotions without sacrificing creative freedom or impact, 50,000feet worked with Mastercard to blend turnkey simplicity with serious usability and direct marketing insights to help customers convert strategic messaging and image assets into truly effective promotions, fast.

The global success of digital payments was beginning to deplete the available card numbers in the world.  Mastercard was early to recognize and quick to act to keep the world’s global payment system healthy. Mastercard enlisted 50,000feet to partner in the strategic process and create focused messaging that engaged their own employees, issuers, merchants and device manufacturers in a way that was fun, educational and rapidly effective.

The Business Transformation Team needed a value narrative to help establish the team’s brand within Mastercard in a way that is credible, coherent and compelling to both colleagues and customers. Through collaborative team ideation and brand strategy, 50,000feet helped to lay the foundation of a common language and unifying vision which informed the development of positioning and key messages. With a focus on internal audiences, an infographic illustrated how the team makes doing business with Mastercard easier and creates a single source of truth.