Mastercard
FEC 2026
Mastercard is the platinum sponsor at Singapore Business Federation's Future Economy Conference and was allocated a booth space to showcase how Mastercard fits into the future economy. The target audience attending are mostly SMEs. Mastercard aims to showcase their end-to-end capabilities and convey clearly their role as an enabler for business (especially small business) growth, and how Mastercard solutions help your business get ahead of the curve.
Client
Mastercard
Services
Booth Design, 3D Render, Graphic Design, Experience Design
The Challenge
Mastercard is one of the sponsors of FEC and given a booth right at one of the entrance of the space. The booth provided by event organisers was a rectangular-shaped block positioned near one of the main entrances in a space with multiple entry points, which created a wall. Visitors entering from other directions would walk past a blank side panel with no reason to stop. The booth was blocking sightlines instead of opening them. We needed a design that can communicate clearly from both the front and back regardless of where you entered from.
The client's original plan was to stay closer to what the organisers had provided but still make it distinctively Mastercard. We proposed 2 different concepts, 1 closer to the rectangular shape the organisers provided, and a wave shaped booth to better adhere to the theme of being the 'next wave of growth'. The clients preferred the wave booth but that also meant most of the budget will now be going into the structure of the booth.
Creative Direction
After a few iterations, the theme we landed on was "Next Wave of Growth Starts Here".
Key Components
The wave form solved two problems at once: it broke from the rectangular 'wall' to become visible from multiple angles, the wave concept is also tied directly to the key theme.
I rendered multiple design options to give the client a concrete picture of what they were approving. It also gives contractors a clear brief on what was physically and financially feasible before we continue.
The original clients' preferred concept featured columns designed to read like a bar chart that shows growth to generate interest when seen from afar. The ipads are mounted directly on the columns to increase interaction. As the cost of creating those structures were too high, we opted for a printed wall design that harkens back to the wave design and having a lighter colour just on the back of the ipad, this ensured that it still drew attention to the ipads and at a much lower cost.
Interactive 3D Booth
Project Under BaM Agency
Creative Director: Nicholas Lim
Art Director: Huiyi Chang
Marketing Director: Elizabeth Tee