For over 20 years, Priceless has been the soul of the Mastercard brand. It presents their point of view on what really matters.

But times have changed, consumers have changed, and Mastercard has changed.

Start Something Priceless is a recent Mastercard global consumer marketing platform, and the evolved expression of Priceless. It helped differentiate Mastercard from their competition, and represents their forward-thinking character. It is designed to be highly flexible, and can address a wide range of business objectives, products, and partner needs.

Design Solution: The watermark

The circle overlaid on top of the image is the watermark. Both the watermark and the circular visual overlap to create the Mastercard brand mark.

This iconic symbol makes Mastercard part of the story. It reveals Mastercard’s role in making this moment happen. It implies that a transaction has occurred, has led to this moment, and that it was the start of this story. And it does so without the cross-functionality of showing the transaction itself. Which allows the image to focus on the outcome, the Priceless Impact.

The Shift

Created photography guideline with a new perspective; the image conveys a Priceless Impact – the end result or outcome of a purchase that is meaningful, shared, and lasting. The foundation of any SSP creative execution is a beautiful, evocative image that grabs the viewer and pulls them in.

Campaign look and feel

Social Campaign

Flex the system