Less Bean. More Bond.

MINI wanted to upgrade their brand from Cheeky Adolescent to Young Professional. When dealing with a brand so universally adored, it was important to make sure their new tone of voice still resonated with their loyal fans, hitting the sweet spot between wit and sophistication.

And so began a complete overhaul of their assets from press to social to email to dealership. All whilst launching the new MINI Clubman and MINI Convertible. Below are a few examples of the assets created:

Website redesign X new MINI Convertible launch

New MINI Convertible Facebook Post

MINI Clubman Press Ad

MINI Hatch Facebook carousel

And a press ad for the whole range that almost made it, but i’m still right behind: