MASTERCARD VIDEO PLAYBOOK

Two guides and a toolkit enabling effective creation of global product marketing videos within brand parameters.

Detail from a page of the Mastercard Marketing Video Playbook

The brief →

Mastercard US realised there was a lack of consistency – and too broad an interpretation of foundational elements – when it came to videos being produced by the organisation and its design partners worldwide.

They wanted to develop a playbook to not only provide high-level direction and guidelines on how best to use video to support sales conversations and sales materials, but also to present a collection of foundational video elements and guidelines that create a golden thread through all Mastercard product marketing videos.

The brief →

Mastercard US realised there was a lack of consistency – and too broad an interpretation of foundational elements – when it came to videos being produced by the organisation and its design partners worldwide.

They wanted to develop a playbook to not only provide high-level direction and guidelines on how best to use video to support sales conversations and sales materials, but also to present a collection of foundational video elements and guidelines that create a golden thread through all Mastercard product marketing videos.

Mastercard Design Style Guide cover

The solution →

It was decided to focus on and create three elements:

A 52-page Product Marketer’s Guide to take marketing teams through the many strategic, creative, budgetary, production, timing and legal considerations that go into producing a product marketing video.

An 88-page Design Style Guide to define a visual language in video so that the product, marketing and communications teams – as well as internal and external design partners – can implement and create cohesive videos.

A toolkit of ownable elements to maximise brand recognition and consistency for customers, consumers and other key stakeholders.

Mastercard video guide's overview page showing logo, typography, icons and other graphic elements
Mastercard guide's introduction page showing various content buckets
Mastercard Product Marketer's Guide: introduction page design
Mastercard guide colour overview page
Mastercard video guide: storyboards page
Mastercard Product Marketer's Guide: page design
Mastercard Product Marketer's Guide: icon design
Mastercard Product Marketer's Guide: page design

The solution →

It was decided to focus on and create three elements:

A 50-page Product Marketer’s Guide to take marketing teams through the many strategic, creative, budgetary, production, timing and legal considerations that go into producing a product marketing video.

An 88-page Design Style Guide to define a visual language in video so that the product, marketing and communications teams – as well as internal and external design partners – can implement and create cohesive videos.

A toolkit of ownable elements to maximise brand recognition and consistency for customers, consumers and other key stakeholders.

Mastercard video guide's overview page showing logo, typography, icons and other graphic elements
Mastercard guide's introduction page showing various content buckets
Mastercard Product Marketer's Guide: introduction page design
Mastercard guide colour overview page
Mastercard video guide: storyboards page
Mastercard Product Marketer's Guide: page design
Mastercard Product Marketer's Guide: icon design
Mastercard Product Marketer's Guide: page design
Mastercard Design Style Guide: eye icon

To say Russ has huge design talent is only part of the story. The other part is that Russ has Product Marketing talent. His incredible creative skills are complemented by his drive to really get under the skin of a product. To understand the target, their needs, and how the product solves these needs in a better way. His work has helped sales teams drive revenue and share growth across a large number of our products. Russ is a thought partner, a designer, a wordsmith and a real joy to work with.

CARYN ENGLANDER

Vice President, Global Product Marketing, Mastercard, New York

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Huckhl ribbon, designed by MR.SMiTH Creative Studio
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Huckhl book cover