As with BMW Financial Services, we were asked three years ago by MINI Financial Services to redesign and rewrite a suite of literature that sold its entire range of products, creating a look and feel for the brand that could be translated across brochures, advertising, direct mail and point of sale.
The MINI brand is bold, exuberant and bursting with life. So whereas BMW will use understated design to allow strong words to speak softly, MINI demands both copy and design that’s masculine, gutsy and irrepressible. Once more we used a mixture of imagery of people and cars, this time creating work that was confident and to-the-point, sprinkled with a spark of humour.
Again, throughout the literature, colour-coding was used to indicate whether the product was available to personal customers, business customers or both. And a generic look was given to any sections which focused on MINI Financial Services as an organisation.
As with BMW, we were subsequently appointed lead agency in the development of MINI’s new personal finance business – MONEY BY MINI. Adding a refreshing MINI ‘twist’ to personal finance products (a credit card, savings products, insurance, etc.), this range allowed the brand to reach further into the consciousness of UK consumers.
Being given such a high-profile task inspired us to create a series of cross-media communications that drew on the rich creative resource of the MINI brand, delivering financial advertising, DM and marketing collateral that’s unique in a truly MINI way.
