MASTERCARD VIDEO PLAYBOOK
Two guides and a toolkit enabling effective creation of global product marketing videos within brand parameters.
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.
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.
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.
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.
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HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
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HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
VIEW >
HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
VIEW >