Mastercard / United Arab Emirates / Global / 2021Design & Packaging · Digital & Tech · Creative Commerce
Touch Card.
Mastercard introduced a tactile card standard to help blind and partially sighted people identify payment cards independently.
- Brand
- Mastercard
- Market
- United Arab Emirates / Global
- Region
- Global
- Year
- 2021
The challenge
Make flat payment cards easier to distinguish by touch as raised numbers and other tactile cues become less common.
The idea
Credit, debit and prepaid cards use differently shaped edge notches. The design was developed with accessibility partners and co-designed with IDEMIA, with an initial UAE launch through Ajman Bank.
Case study source: Shorty Awards Source ↗
Awards
- Clio Awards 2023Clio Awards / Film / 61 Seconds to Five MinutesBronze
- Clio Awards 2023Clio Awards / Audio Craft / Sound DesignSilver
- Cannes Lions 2023Direct – E04 LAUNCH / RE-LAUNCHBronze
- Clio Awards 2023Clio Awards / Direct / Use of ProductBronze
- Clio Awards 2023Clio Awards / Innovation / Product InnovationBronze
- Clio Awards 2023Clio Awards / Design / Product DesignBronze
- Clio Awards 2023Clio Awards / Creative Commerce / Payment SolutionsGold
- Cannes Lions 2022Media – E04 USE OF INTEGRATED MEDIABronze
- Cannes Lions 2022Design – D02 POINT OF SALE, CONSUMER TOUCHPOINTS & IN-STORE COLLATERALSilver
- Shorty Impact Awards 2022 — Winner, Disability Awareness (https://shortyawards.com/7th-impact/touch-card)
Credits
- Brand
- Mastercard
- Creative agency
- McCann New York
- Co-design
- IDEMIA
- Accessibility partners
- Royal National Institute of Blind People; VISIONS
- Initial UAE issuer
- Ajman Bank
- Featured actor
- Marilee Talkington
