The Mastercard Foundation Asset Management Corporation (MFAM)
Project Location
Toronto, Canada
Project scope
Brand Identity + Website Development
Launched in Spring 2024, the Mastercard Foundation Asset Management Corporation (MFAM) is a separate entity with a mandate to build and manage a diversified investment portfolio for the Mastercard Foundation. As a newly established organization, MFAM required a unique identity that stood on its own while maintaining a clear connection to the Foundation. Haft2 was entrusted with building the brand from the ground up and creating its digital presence.
Solution
Drawing on our deep knowledge of the Mastercard Foundation’s brand standards, Haft2 developed an identity that balanced familiarity with independence. We created a distinctive colour palette, typeface, and graphic style that aligned with MFAM’s positioning.
In partnership with Edelman, we designed and built a modern, professional WordPress website. To further strengthen MFAM’s digital presence, we collaborated with photographer Geoff George to capture the team—adding authenticity and credibility to the brand story.
Results
The launch exceeded expectations. Feedback from the client, partners, and the Foundation highlighted the professionalism, credibility, and distinctiveness of the new brand and website. Within the first month, the site attracted more than 2,500 page views in Canada—solidifying early interest in MFAM.
