Mastercard
Building an employer brand that 35,000 people could actually feel
Mastercard came to us with a fragmented internal brand and a clear ambition: create something that could connect 35,000 employees across 80 countries around a shared sense of purpose. I led the creative direction and concept development from scratch, building an employer brand system centered on real employee stories — the passions, roles, and impact that make life at Mastercard worth talking about.
The work spanned design, storytelling, social, intranet, and global internal communications — a fully integrated system built to scale across every market and function. What we created wasn't just a campaign. It became Mastercard's internal brand expression, and the brand team continues to deploy it because it works. That's the bar I hold every system to.
Results
Employee Experience Inclusion Score: 84% favorable // Deployed across 35K employees in 80 countries // $550M In Solidarity contribution supported by internal brand activation // System continues to be used by the brand team
