MINI – Copywriting – Brand Identity 

In 2015, KKLD* undertook the task of rebranding MINI on strategic, creative, and communicative levels. The rebrand was applied to all products and business areas, and rolled out globally. The new brand identity was unveiled with the launch of The New MINI Clubman in 2015. It was designed to be clean and premium with an emotional edge to cater to the cult brand’s devoted fans around the world.

My responsibilities in creating the new MINI brand identity included writing social media tonality and implementation guidelines which translated the new brand positioning into unmissable social media content, and copy editing the MINI Brand Book and Communication Guidelines. These two beautiful published pieces of work that were sent to MINI departments around the world to introduce the new MINI brand.