A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:52
A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:52
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Contact
Proto Innovation
3 World Trade Center
30th Floor
New York, NY 10007
Newsletter
Only sent a few times a year and includes relevant content for those doing brand, innovation, or experience work at organizations of all sizes.
Proton
A personalized business newsletter subscription product built on your specific organization’s innovation priorities, curated by job title and role and powered by our proprietary AI.
Contact
Proto Innovation
3 World Trade Center
30th Floor
New York, NY 10007
Case Studies
Mastercard
Mastercard
Mastercard
Mastercard
Setting the stage for innovative, AI-driven experiences by creating a design system for AI behaviors.
Setting the stage for innovative, AI-driven experiences by creating a design system for AI behaviors.
Setting the stage for innovative, AI-driven experiences by creating a design system for AI behaviors.
Setting the stage for innovative, AI-driven experiences by creating a design system for AI behaviors.
Key Points
Key Points
Key Points
→ A unified brand strategy for Mastercard AI
→ A unified brand strategy for Mastercard AI
→ A unified brand strategy for Mastercard AI
→ Defined the brand system for universal AI behaviors
→ Defined the brand system for universal AI behaviors
→ Defined the brand system for universal AI behaviors
→ Designed UI elements in chat-based AI interactions
→ Designed UI elements in chat-based AI interactions
→ Designed UI elements in chat-based AI interactions
→ Codified an interactive playbook and resource portal
→ Codified an interactive playbook and resource portal
→ Codified an interactive playbook and resource portal
The Challenge
The Challenge
The Challenge
Develop a user-friendly uniquely branded interface design language, system, and experience for Mastercard’s Generative AI initiatives that embodies their dynamic, purposeful, and bright personality attributes, while showcasing their AI leadership and collaborative approach.
Develop a user-friendly uniquely branded interface design language, system, and experience for Mastercard’s Generative AI initiatives that embodies their dynamic, purposeful, and bright personality attributes, while showcasing their AI leadership and collaborative approach.
Develop a user-friendly uniquely branded interface design language, system, and experience for Mastercard’s Generative AI initiatives that embodies their dynamic, purposeful, and bright personality attributes, while showcasing their AI leadership and collaborative approach.
The Solution
The Solution
The Solution
We created foundational brand elements for Mastercard’s AI brand that not only flexes as their AI products and services grow, but also meaningfully connects with their customers in a human-centered trustworthy way.
We redefined Mastercard’s role in chatbot interactions—not as an Assistant, but as an Agent. The difference between Assistant and Agent is that an Agent is a proactive guide that provides insights, suggestions, and feedback, fostering growth and learning beyond basic answers. This was an important distinction to make for Mastercard, a brand that represents the global symbol of trust.
We designed Mastercard-branded AI Gestures for three universal behaviors in chat-based AI: Idling, Thinking, and Clarifying. These behaviorally-led gestures are built on the rippling signifier, an extension of Mastercard’s iconic Brand Circles. This dynamic visual cue blends functionality with emotion, reinforcing its identity while fostering trust and connection. The AI Gestures debuted in Mastercard’s Small Business Mentor AI app in 2024.
We created foundational brand elements for Mastercard’s AI brand that not only flexes as their AI products and services grow, but also meaningfully connects with their customers in a human-centered trustworthy way.
We redefined Mastercard’s role in chatbot interactions—not as an Assistant, but as an Agent. The difference between Assistant and Agent is that an Agent is a proactive guide that provides insights, suggestions, and feedback, fostering growth and learning beyond basic answers. This was an important distinction to make for Mastercard, a brand that represents the global symbol of trust.
We designed Mastercard-branded AI Gestures for three universal behaviors in chat-based AI: Idling, Thinking, and Clarifying. These behaviorally-led gestures are built on the rippling signifier, an extension of Mastercard’s iconic Brand Circles. This dynamic visual cue blends functionality with emotion, reinforcing its identity while fostering trust and connection. The AI Gestures debuted in Mastercard’s Small Business Mentor AI app in 2024.
We created foundational brand elements for Mastercard’s AI brand that not only flexes as their AI products and services grow, but also meaningfully connects with their customers in a human-centered trustworthy way.
We redefined Mastercard’s role in chatbot interactions—not as an Assistant, but as an Agent. The difference between Assistant and Agent is that an Agent is a proactive guide that provides insights, suggestions, and feedback, fostering growth and learning beyond basic answers. This was an important distinction to make for Mastercard, a brand that represents the global symbol of trust.
We designed Mastercard-branded AI Gestures for three universal behaviors in chat-based AI: Idling, Thinking, and Clarifying. These behaviorally-led gestures are built on the rippling signifier, an extension of Mastercard’s iconic Brand Circles. This dynamic visual cue blends functionality with emotion, reinforcing its identity while fostering trust and connection. The AI Gestures debuted in Mastercard’s Small Business Mentor AI app in 2024.
Related Work
Related Work
Related Work
Putting brand strategy into action to lead in the future of work.
Putting brand strategy into action to lead in the future of work.
Putting brand strategy into action to lead in the future of work.
Putting brand strategy into action to lead in the future of work.
Twill
Twill
Twill
Evolving healthcare with science, empathy, and connected brand design
Evolving healthcare with science, empathy, and connected brand design
Evolving healthcare with science, empathy, and connected brand design
Evolving healthcare with science, empathy, and connected brand design
Align Impact
Align Impact
Align Impact
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.