Project information
Helping small businesses grow by creating a design system for AI behaviors
AM:COLLAB, in collaboration with WPP's Proto, partnered with Mastercard to design a gesture system that turns its AI into more than a chatbot. By moving from the role of Assistant to Agent, Mastercard’s AI becomes a proactive mentor for small business owners, offering insights, guidance, and clarity rather than simple answers.
The gestures draw from Mastercard’s iconic Brand Circles, creating a visual language rooted in trust. The AI idles when waiting for questions, accelerates when processing, and ripples side to side when clarifying a response. These subtle but behaviorally led motions make technology feel human, transparent, and approachable. They provide reassurance that the AI is actively engaged and ready to help. This design framework reframes how small business owners connect with Mastercard. Instead of adapting to rigid systems, they interact with an Agent that adapts to them, offering mentorship in finance, growth planning, and adoption of new tools. By anchoring innovation in Mastercard’s identity, AM:COLLAB and Proto helped position the brand as not only a financial partner but also a growth partner, guiding local businesses with the confidence of a global symbol of trust. The result is an AI experience that combines clarity, empathy, and brand integrity. It helps small businesses navigate complexity and thrive in an increasingly digital economy.
Services
- Brand Identity
- Digital Design
