MINI
BRAND TRANSFORMATION
& NEW IDENTITY

2015—2018 · global

As part of a global brand evolution, MINI redefined its visual identity and brand strategy to align with the values of a new generation. I was entrusted with leading the complex rollout of this new brand identity across global markets, steering a diverse and international team while managing time, budget, and expectations across multiple stakeholder groups.

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Scope:

+ Lead project manager for the global corporate identity relaunch of MINI
+ Steering a multi-cultural agency team across creative, strategy, and production
+ Managing budget, timelines, and delivery across all phases of the project
+ Aligning multi-functional stakeholder groups through structured workshops and clear communication
+ Global rollout across all channels and consumer touchpoints, ensuring consistency and impact

Impact:

+ Successful global introduction of MINI’s refreshed brand identity
+ Unified execution across digital, retail, and event platforms
+ Strong cross-team alignment and engagement throughout the transformation process