WorldBridge
Master-McNeil created the new international brand WorldBridge for CSC's global visa, passport, and work permit services business. As described by the British government, "Worldbridge is a commercial company, working in partnership with UKVisas, the UK border Agency, and British diplomatic missions around the world." Worldbridge handles these formerly-diplomatic functions for the UK in over 40 countries.
That the WorldBridge name is constructed from two familiar words, widely known to many non-English speakers, is deliberate. Further, the words themselves suggest the access to the world that a visa, passport, or work permit provides. Our bridge logo makes visual and reinforces this message of access and connection, clarifying meaning for non-English speakers who may doubt their understanding of the words themselves.
Master-McNeil's work included extensive international trademark and linguistics research. Our design work included extending the logo to print material and shopfront signs.