Mini Connected
MINI
We created an app that extended MINI’s Not Normal campaign into a living digital experience.
Rather than simply support the campaign, the app gave owners and fans new ways to participate in the idea — turning Not Normal from a message into something people could interact with.
Mini Rewards Program
MINI
Traditional loyalty programs reward transactions. MINI saw an opportunity to reward participation in the culture itself—encouraging owners to continue exploring, creating, and sharing long after they drove off the lot.
Brand Strategy | Experience Design | Packaging Design | Brand Integration
We reimagined loyalty as an extension of the MINI lifestyle rather than a collection of discounts. At the center of the program was a custom-designed welcome kit featuring interchangeable smartphone lenses and a custom vehicle mount, giving owners the tools to capture the journeys, discoveries, and spontaneous moments that define the MINI experience. Experiences, exclusive rewards, and community engagement became part of a broader ecosystem that encouraged exploration over accumulation—transforming customers into active participants in the brand.
Impact
The program extended MINI's playful, adventurous personality beyond the vehicle itself, creating meaningful engagement long after purchase. By rewarding experiences instead of transactions, it strengthened owner affinity while turning everyday drives into shareable brand moments.
More Mini Projects
MINI
MINI launches quickly and evolves constantly. Every initiative demanded creative solutions that remained unmistakably MINI while adapting to new audiences, partnerships, products, retail experiences, and internal brand initiatives.
USA Headquarters brand interior build | Oxford Edition logo | Mini Go Cart | Burton Collab
Across a wide range of initiatives, we developed flexible creative systems that allowed MINI to express a consistent personality across every touchpoint. From campaign launches and retail experiences to promotional packaging and experiential activations, each project reinforced the brand's playful, unconventional spirit while adapting to new opportunities.
That trust ultimately extended beyond marketing. MINI commissioned us to design elements of its U.S. headquarters, translating the brand's personality into the physical workplace and creating an environment that reflected the same optimism, creativity, and distinctive character experienced by its customers.
Mini x Burton
MINI
The partnership between MINI and Burton represented more than sponsorship—it brought together two brands united by adventure, individuality, and a passion for the outdoors. The challenge was expressing that shared spirit while driving awareness of the new MINI ALL4.
We created the visual language supporting the partnership across festival environments, promotional materials, and experiential activations. The work celebrated the shared culture of both brands while inviting attendees to experience the MINI ALL4 through on-site vehicle displays and test-drive opportunities.
Logo Design | Campaign Design | Brand Integration | Experiential Design
Impact
The collaboration successfully connected MINI with Burton's highly engaged audience, reinforcing MINI's adventurous personality while generating meaningful engagement around the launch of its all-wheel-drive platform.
Mini USA Experiences
Challenge
Help MINI extend its unmistakable personality across new products, experiences, and communities without losing the wit and individuality that made the brand iconic.