Mastercard expands multisensory brand with AI gestures

Our work with Mastercard brings brand gestures into AI interactions, extending its multisensory branding system into conversational AI.

Mastercard’s overlapping circles became a living motion system. The AI idles while it waits for a question, speeds up as it processes, and ripples side to side when it needs to clarify. Cues like “I am thinking” and “I need clarification” are built on a symbol people already trust, which helps the AI feel human, transparent and unmistakably Mastercard.

We developed the system with WPP’s Proto. See the full project in the Mastercard case study.