The stylistic elements of MINI are well defined. There is much space for ideas whereas the “tone of voice” is always with a little wink, bold and ironical. The main attribute of the brand is enjoyment (spontaneity, extraversion etc.). Hence MINI is a sponsor of events in the music and film section.
My colleagues developed a concept based on the spelling of words that are applicable to MINI. I was asked to create the game including all elements. Having in mind that the route of MINI is unpredictable, full of surprises and fun, I designed the board to reflect this. The design proposal was fully accepted.
Another project for MINI was designing a card.