SOUTHBANK CENTRE

Having moved from a summer festival sponsorship to a year-round headline partnership with Southbank Centre, Mastercard was in need of a new brand lockup that accurately represented their association with the cultural centre. My challenge was to create an identity that could be implemented on various materials across the site including concrete, but still work in online and print formats. In addition, Southbank Centre’s vibrant and constantly changing artistic guidelines were at odds with the more corporate tone of Mastercard’s brand. The end result was very well received by both parties and physical installation across the 21 acre site was in place for three years.

I also implemented the strategic programme that drove on-site spend on Mastercard products throughout the year rooted in data on visitor demographics and traffic as well as launched ‘Fashion Undressed’ for Mastercard; a programme celebrating London’s street style and the influence culture has on everyday fashion.