Mastercard
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Redefining sensory brand experience through haptics
In today's increasingly digital world, Mastercard aims to forge deeper connections with consumers. To move beyond a purely transactional cue, the brand embraced the power of multisensory experience and set out to create a brand-led interaction that extended its core DNA into the realm of touch.
We embarked on understanding the customer journey, identifying key moments where haptics could enhance engagement through navigation, access, and immersion. This exploration culminated in a carefully crafted haptic logo – a distinctive series of composed vibrations synchronised with Mastercard's signature sonic melody. This allows customers to "feel" their phone vibrate, providing tactile confirmation of transactions. The haptic logo not only provides a unique sensory experience, but improves accessibility for visually impaired individuals, enabling them to experience transactions in a new and inclusive way.
It also reinforces trust, offering users a reassuring, tactile confirmation that their transaction has been completed, even in visually minimal or touchless environments.
By embracing multisensory branding, Mastercard reinforced its position as an innovative leader, forging stronger emotional connections and setting a new standard for brand inclusivity.
