Mastercard Foundation — Megan Drummond

MEGANDRUMMOND
Toronto-based designer and creative problem-solver.

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PROJECTS

The Beer Store: Social Media Assets
Humber River Health: Magazine
Mastercard Foundation: Social Media Assets
GTAA: Annual Report
The Walrus Magazine: Supplements
Public Policy Forum: Website

Mastercard Foundation

Role: Senior Designer, Made By Emblem
Team: Creative Director, Graphic Designer, Project Manager
Services: Art Direction, Graphic Design, Motion Graphics, Illustration
Partner: Tavanberg

The Mastercard Foundation works to support educational and vocational opportunities for young people, primarily in countries in Africa. The Mastercard Foundation was looking to update the design of their social media posts to help them engage with their target audience. Their previous posts employed several disparate approaches to content leaving their feed feeling disjointed.

While the Mastercard Foundation is a separate entity from Mastercard, their social feed still needed to feel like it existed in the same space. With that in mind, we worked within the existing Mastercard Foundation brand guidelines to design a visual identity system specifically for their social feeds. We created an icon library that employed layered colours to mimic the Mastercard logo’s overlapping design. We also introduced a photo treatment style that made their existing photography look cohesive. Finally, we created a variety of templates tailored to the specific post type: quote cards, infographics and illustrations. By varying the colours used for each post, this new visual system made it simple to create posts that felt connected without everything looking the same. As an extension of our branding work, I also designed campaign-specific branding for special days like World Refugee Day. This work incorporated elements of the overall social media branding while remaining distinct.

I was responsible for creating the overall sub-branding for the social feed as well as working with our content studio partner to create individual posts, translating their written content into visuals. Throughout this project I produced more that 100 posts for their Instagram, Facebook and X feeds.