Destiny Mastercard – ReBrand (2020-2023)
Destiny Mastercard wanted to shed a cheaply executed existing brand and emerge as a fresh, optimistic financial presence. We transformed the brand into a vivid, aspirational identity, using card design, color, and typography to evoke tangible, inspiring environments—places customers could imagine themselves in as they manage their financial future.
PROJECT RECAP
To rebrand Destiny Mastercard, I led end-to-end creative direction across all touchpoints:
Brand identity: Designed a new logo, color palette, and fonts inspired by three natural environments—a desert, a marsh at dusk, and a mountainous lakeside at dawn—ensuring high contrast and versatility across all applications.
Credit card artwork: Concepted and designed three unique card faces reflecting the environments; oversaw print production and press checks to ensure quality.
Campaigns & collateral: Developed paid display ads, print mailers, and email campaigns that cross-marketed between Indigo, Milestone, and Destiny Mastercard, contributing to a ~4% increase in new account acquisitions.
Website & digital presence: Designed the website to reflect the new brand identity and support the application experience, collaborating closely with UX designers and project managers.
Stakeholder management: Presented designs and campaigns to the Chief Marketing Officer and owner, incorporating feedback while maintaining creative vision and brand consistency.
ROLES & RESPONSIBILITIES
As Creative Lead, I guided the brand refresh from concept to execution, leading design across physical cards, digital campaigns, and style guides. I worked closely with project managers, the UX team, and executives to ensure every touchpoint reflected the aspirational yet approachable brand identity. I also oversaw production and print quality, ensuring the final cards met high standards before launch.
RESULTS
Redesigned brand created a modern, aspirational look and feel across all assets, elevating the Destiny Mastercard experience.
Physical cards successfully launched with a durable, visually distinct design.
Email and cross-marketing campaigns contributed to a ~4% increase in new account acquisitions post-rebrand.
End-to-end execution established a lasting brand foundation, from logo and card artwork to campaigns and style guide, enabling consistent creative direction across channels.
Assets & Deliverables:
Credit card designs and logo
Style guide with fonts, colors, and brand usage
Paid display ad campaigns, email campaigns, print mailers
Website design
Press-checked card production
CREATIVE TEAM
Mimi Wilder — Creative Lead | Art Direction, Photography, Social Strategy
Jason Tinurelli — Chief Marketing Officer — Brand Oversight
Michael McGinnis — UX Design, Application Flow
