Indigo Mastercard – Credit for the True Originals (2022)
PROJECT RECAP
I led end-to-end creative direction across all touchpoints, ensuring Indigo’s personality shone through while strengthening the brand’s presence:
Brand identity & style guide: Updated the existing style guide, introducing fonts and color palettes that are versatile, legible, and consistent across digital and print platforms.
Credit card designs: Designed four new cards to complement the existing splash card, each with a unique look and feel to give customers a personalized, expressive experience.
Display ads: Created vibrant, playful ads that capture attention, showcase brand personality, and elevate online visibility.
Email campaigns: Designed visually compelling and strategically structured emails to drive engagement and reinforce the brand story across Indigo’s audience.
Indigo Mastercard celebrates the true originals—the punk rock record collector, the novice cheesemaker, the scarf knitter, the neighborhood cat rescuer. The challenge was to expand the brand’s visual identity and credit card portfolio while maintaining authenticity, playful energy, and an approachable style for a diverse, creative audience.
ROLES & RESPONSIBILITIES
As Creative Lead, I:
Owned all visual and experiential design for cards, campaigns, and digital assets
Directed the creative tone across display ads and email marketing, ensuring consistent personality and brand alignment
Updated the style guide and typography, providing a foundation for scalable brand usage
Collaborated with stakeholders to balance playful individuality with usability and clarity across platforms
RESULTS —
Launched four new credit cards that expanded Indigo’s portfolio while staying true to its quirky, individualistic brand persona.
Display ads and email campaigns boosted engagement and reinforced Indigo’s distinctive personality.
Style guide and fonts ensured consistent and legible communication across all channels, from digital to print.
Strengthened the brand’s positioning as a credit card for true originals, increasing customer recognition and affinity.
Assets & Deliverables:
Logo updates and style guide
Four new credit card designs
Display ad campaigns
Email campaigns and marketing assets
Print mail campaigns
CREATIVE TEAM
Mimi Wilder — Creative Lead | Art Direction, Photography, Social Strategy
Jason Tinurelli — Chief Marketing Officer — Brand Oversight
Michael McGinnis — UX Design, Application Flow
