Mastercard Foundation Asset Management.
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Challenge
(01)
As a newly formed organization, MFAM required a distinct brand identity that conveyed credibility and independence, while maintaining a clear visual connection to the Mastercard Foundation. As a long-standing partner, Haft2 was engaged to develop the identity system and website.
Mastercard Foundation Asset Management (MFAM) was established to generate investment returns that advance the Mastercard Foundation’s mission of enabling meaningful employment opportunities for young people in Africa and Indigenous youth in Canada.
As a newly formed organization, MFAM required a distinct brand identity that conveyed credibility and independence, while maintaining a clear visual connection to the Mastercard Foundation. As a long-standing partner, Haft2 was engaged to develop the identity system and website.
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Process
(02)
To reinforce authenticity and credibility, we recommended professional photography featuring the MFAM team, creating a more personal and transparent digital presence.
We developed a refined colour palette aligned with the Mastercard Foundation brand to ensure visual continuity while creating a differentiated expression appropriate for an investment management organization. Careful typographic exploration played a key role in crafting a wordmark that communicates professionalism, stability, and confidence.
To reinforce authenticity and credibility, we recommended professional photography featuring the MFAM team, creating a more personal and transparent digital presence. The website was built in WordPress with flexible content modules and integrated plugins to support both current needs and future scalability.
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Outcome
(03)
The website launch was considered a strong success by the client, attracting more than 2,500 page views in the first month, primarily from Canadian audiences, and providing a strong foundation for continued growth and visibility.
The resulting identity successfully balances distinction and alignment with the Mastercard Foundation brand ecosystem. The website launch was considered a strong success by the client, attracting more than 2,500 page views in the first month, primarily from Canadian audiences, and providing a strong foundation for continued growth and visibility.
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