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Mastercard: Weaving Ancient Cultural Narratives into Business.

Client

Mastercard

Industry

Financial Services

Services

Narrative Development, Aboriginal Artwork Development, Animation Production, Publication Design.

Mastercard’s journey towards meaningful cultural engagement took a significant step forward with the creation of its Reflect Reconciliation Action Plan (RAP). The project brought together YarnnUp Collective’s expertise, cultural insight, and the artistic vision of Aboriginal artist Elaine Chambers-Hegarty to bring Mastercard’s commitment to reconciliation to life.

The Mastercard RAP artwork, designed by Elaine Chambers-Hegarty, is a powerful symbol of interconnectedness, capturing the essence of collaboration between the corporate world and Australia’s Traditional Owners. Elaine, whose cultural ties extend to the Koa (Guwa), Kuku Yalanji, and Barada Barna peoples, has developed an artistic narrative that blends ancestral themes with contemporary elements, creating a vibrant representation of inclusivity and connection. The artwork represents Mastercard’s vision to foster meaningful relationships with Aboriginal and Torres Strait Islander communities – connecting the dots between their corporate environment and cultural heritage.

Linework for connecting networks.

Larger circles and dots represent gathering places, symbolising communities or workplaces.

Wavy lines serve as connectors between different elements.

Clusters of dots depict the population.

Our Role

YarnnUp Collective began by conducting an envisioning session, working closely with Mastercard to ensure that every element of the artwork resonated with their values and vision. Through this collaborative process, we developed an artwork narrative that aligned seamlessly with their Reflect RAP. We ensured that the cultural symbols Elaine employed – circles representing gathering places, interconnected lines, and vibrant colours – were well understood by the Mastercard team, creating a foundation for culturally informed storytelling.

Building on the artwork, YarnnUp Collective designed Mastercard’s Reflect RAP publication, crafting a cohesive visual identity rooted in the artwork’s themes. Our goal was to create a document that not only adhered to corporate requirements but also celebrated the spirit of reconciliation and cultural integrity. This visual identity served as the basis for a polished, highly organised report that made the artwork the central feature, seamlessly integrating the cultural narrative into every aspect of the document.

In addition to publication design, YarnnUp produced an animated video, showcasing the artwork as a central communication piece. The animation highlighted the key messages of Mastercard’s RAP, using dynamic visuals to bring the cultural story to life. This engaging video served as an important element in the RAP’s launch, allowing Mastercard to communicate its reconciliation journey in an innovative, impactful way.

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