Pioneering a new digital identity model
In December of 2019, Mastercard embarked on tests of an innovative new digital service that has the potential to verify a person’s identity immediately, safely and securely in both the digital and the physical world. To create a powerful brand and identity for the project, Mastercard turned to Tenet Partners.
Mastercard’s unique model embodies privacy-by-design and does not aggregate identity data. It enables digital interactions to occur with minimal data exchanged and only when needed, and safeguards data and the use of data effectively such that the users are in control.
Working with the product development team, we first needed to fully understand the capabilities of the product, how it differed from related offerings in the market and what role it would play in Mastercard’s global portfolio. We discovered that the brand needed to balance a certain amount of autonomy with the right amount of Mastercard connection.
The name was straightforward and simple: “ID”. To reflect the unique nature of the product, the logo, visual system and UX components evoked the safety and privacy of the offering, visually representing the “mosaic” of data points that make up an individuals’ identity and the ability to only supply the necessary data required per interaction. Working with the Mastercard UX team, we co-developed user flows and guidelines regarding the vital relationships with trust providers and relying partners.
Following these initial efforts, additional partnerships and pilots will be introduced across a number of markets throughout 2020.