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This is a conceptual project and a creative exercise. Over a decade ago, MINI built a simple design system that made the car the hero. And instantly became famous for bold, fun, memorable advertising.
In an industry full of busy real-world car photography, this is a brand proposal to re-introduce MINI with a fresh take on it’s iconically simple, striking, and ownable design system rooted it in the brand’s pillars.
Playing with the brand’s fun aspect, the idea is to design something unique. The car is applied in small scales, belonging to a fun MINI-verse.
My role: Lead designer on the brand and the project, conceptualizing, illustrating and creating the visual direction.
