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 Detail from a page of the Mastercard Marketing Video Playbook](https://mr-smith.design/wp-content/uploads/2021/02/Mastercard_video_guidelines_montage_1920px-scaled.jpg)
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 Mastercard Design Style Guide cover](https://mr-smith.design/wp-content/uploads/2021/02/Mastercard_design_style_guide_cover_1920px_2.jpg)
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 overview page Mastercard video guide's overview page showing logo, typography, icons and other graphic elements](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_2_770x433.jpg)
![Mastercard video guide intro page Mastercard guide's introduction page showing various content buckets](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_3_770x433.jpg)
![Mastercard video guide intro page Mastercard Product Marketer's Guide: introduction page design](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_5_770x433.jpg)
![Mastercard video guide color page Mastercard guide colour overview page](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_6_770x433.jpg)
![Mastercard video guide c Mastercard video guide: storyboards page](https://mr-smith.design/wp-content/uploads/2019/04/mrS_mc_guide_12_770x433.jpg)
![Mastercard Product Marketer's Guide: page design Mastercard Product Marketer's Guide: page design](https://mr-smith.design/wp-content/uploads/2021/02/mrS_mc_guide_16_770x433.jpg)
![Mastercard Product Marketer's Guide: icon design Mastercard Product Marketer's Guide: icon design](https://mr-smith.design/wp-content/uploads/2021/02/mrS_mc_guide_15_770x433.jpg)
![Mastercard video guide Mastercard Product Marketer's Guide: page design](https://mr-smith.design/wp-content/uploads/2021/02/mrS_mc_guide_14_770x433.jpg)
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 overview page Mastercard video guide's overview page showing logo, typography, icons and other graphic elements](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_2_770x433.jpg)
![Mastercard video guide intro page Mastercard guide's introduction page showing various content buckets](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_3_770x433.jpg)
![Mastercard video guide intro page Mastercard Product Marketer's Guide: introduction page design](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_5_770x433.jpg)
![Mastercard video guide color page Mastercard guide colour overview page](https://mr-smith.design/wp-content/uploads/2019/03/mrS_mc_guide_6_770x433.jpg)
![Mastercard video guide c Mastercard video guide: storyboards page](https://mr-smith.design/wp-content/uploads/2019/04/mrS_mc_guide_12_770x433.jpg)
![Mastercard Product Marketer's Guide: page design Mastercard Product Marketer's Guide: page design](https://mr-smith.design/wp-content/uploads/2021/02/mrS_mc_guide_16_770x433.jpg)
![Mastercard Product Marketer's Guide: icon design Mastercard Product Marketer's Guide: icon design](https://mr-smith.design/wp-content/uploads/2021/02/mrS_mc_guide_15_770x433.jpg)
![Mastercard video guide Mastercard Product Marketer's Guide: page design](https://mr-smith.design/wp-content/uploads/2021/02/mrS_mc_guide_14_770x433.jpg)
![Mastercard Design Style Guide: eye icon Mastercard Design Style Guide: eye icon](https://mr-smith.design/wp-content/uploads/2021/03/Mastercard_design_style_guide_eye_1920px.jpg)
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.
NEXT PROJECT
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HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
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![Huckhl book cover Huckhl book cover](https://mr-smith.design/wp-content/uploads/2021/04/Huckhl_book_cover_770x578.jpg)
HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
VIEW >
![Huckhl ribbon, designed by MR.SMiTH Creative Studio Huckhl ribbon, designed by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/04/Huckhl_ribbon_1080x810.jpg)
![Huckhl ribbon, designed by MR.SMiTH Creative Studio Huckhl ribbon, designed by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/04/Huckhl_ribbon_1080x810.jpg)
HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
VIEW >
![Huckhl book cover Huckhl book cover](https://mr-smith.design/wp-content/uploads/2021/04/Huckhl_book_cover_770x578.jpg)