MINI Relaunch

Arguably one of the foremost principles of design is expressed
in the well-known maxim form follows function.

In the case of MINI, innovative technical solutions allow this principle to be applied to a greater degree than in other vehicle designs.
The spatial concept of the MINI, for example, is unique in its segment, while the transversely mounted engine ranks as a revolutionary idea with which Sir Alec Issigonis made significant waves in the motoring industry at the time.


Client: MINI / BMW Group
Agency: Hi-ReS!
My Role: Creative Director, Art Director
Year: 2011