Mastercard Spain

Mastercard Spain

Mastercard Spain

Social Media
Launch &
Visual
Direction

Social Media Launch & Visual Direction

Overview

Overview

While working at McCann Spain, I had the opportunity to shape the visual direction for Mastercard’s first official social media presence in Spain. The challenge was exciting from the start: launching their new Instagram account from scratch and defining how the brand would speak visually to Spanish audiences. We created distinct visual styles for each content pillar to better connect with different target groups. The account—now with over 11K followers—quickly became a reference point for Mastercard’s digital presence in the region.

While working at McCann Spain, I had the opportunity to shape the visual direction for Mastercard’s first official social media presence in Spain. The challenge was exciting from the start: launching their new Instagram account from scratch and defining how the brand would speak visually to Spanish audiences. We created distinct visual styles for each content pillar to better connect with different target groups. The account—now with over 11K followers—quickly became a reference point for Mastercard’s digital presence in the region.

My Role

My Role

  • Feed structure: Defined the visual tone and layout, from grid planning to individual posts.

  • Content variation: Developed creative directions tailored to different content categories and audiences.

  • Team collaboration: Worked closely with the content team and my creative partner to align visuals and messaging.

  • Client feedback: Presented concepts to Mastercard’s team and refined them based on their input.

  • Partnerships: Designed content for key collaborations with Correos, UEFA Champions League, and others.

  • Feed structure: Defined the visual tone and layout, from grid planning to individual posts.

  • Content variation: Developed creative directions tailored to different content categories and audiences.

  • Team collaboration: Worked closely with the content team and my creative partner to align visuals and messaging.

  • Client feedback: Presented concepts to Mastercard’s team and refined them based on their input.

  • Partnerships: Designed content for key collaborations with Correos, UEFA Champions League, and others.

Conclusion

Conclusion

Conclusion

Designing the launch of Mastercard Spain on Instagram taught me how to build a brand’s visual identity from the ground up—balancing consistency with flexibility. It sharpened my ability to adapt design to different content formats, collaborate across teams, and maintain a cohesive voice in a fast-moving environment.

Designing the launch of Mastercard Spain on Instagram taught me how to build a brand’s visual identity from the ground up—balancing consistency with flexibility. It sharpened my ability to adapt design to different content formats, collaborate across teams, and maintain a cohesive voice in a fast-moving environment.

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