MINI Motoring Challenge
MINI USA is a "not normal" brand. That's part of their value message, and one that consumers identified with. MINI came to CCW wanting an experiential and fun customer experience. One that facilitated the idea of "not normal" and gave potential customers an idea of what it was like to not only own a MINI, but join the MINI family.
Using MINI brand guidelines* I focused on putting together an event look and feel that extended the brand using MINI brand elements such as their font, photos, and border elements. The event showcased in Los Angeles and New York and was so successful it went on another year, adding Houston, Texas to the location list.
Event design outputs:
+ Theme Graphic
+ Event Information Page & Registration Site
+ Emails : Reminder, Confirmation, Incentive
+ Banner Ads & Social Media Posts (Facebook, Instagram, Spotify)
+ Signage & Postcards
+ Credentials Badges
+ Green Screen Backgrounds for Photo Opportunity
+ Stencils for Activation
+ T-shirt Graphics
MINI USA was so impressed with the event, we did a special event inspired by this one called "MINI Motor Disco" that took place at CES Las Vegas 2015 and included a Silent Disco along with t-shirt giveaways and a race around the track.
*Note: Since this event, MINI has gone through a rebrand and their current branding materials, including logo, are different.