MINI - Brand refresh
MINI, the automotive brand that’s known for their iconic small cars, went through a digital brand identity transformation in early 2016. In an effort to make the brand more human, authentic and accessible, all digital touchpoints were fully redesigned. The updated look and feel required a new, more mature tone of voice to match. Whereas the old voice blatantly put the brand and its cars front and center, the focus shifted to the driver, their lifestyle and the overall driving experience. The funny tone turned authentic with a touch of classic British, yet witty attitude. The first expression of this new style was the release of the MINI limited Seven Edition for all European markets, for which I wrote the copy.
From vehicle to feature
In addition to the generic description of the limited Seven Edition, I also took on writing all the vehicle’s exclusive features descriptions. All requirements and functionalities provided by MINI were written by mechanics and had to be transformed into short, punchy descriptions with a human tone and voice.