book CLUBMAN.
Celebrating two years of the MINI Clubman
To distinguish MINI from other automotive brands, I was asked to create a comprehensive record of the work, processes, and creative approach developed since the launch of the MINI Clubman in November 2015. This book documents the brand’s marketing activities in China from 2015 to 2018. The result is a 326-page coffee-table book featuring ten milestone projects, supported by extensive documentation of the Clubman’s presence in China.
Capturing MINI’s distinctive identity, the book combines dynamic design, vivid photography, playful visual characters, and illustration. Drawing on elements of contemporary culture, it reflects a creative approach that both celebrates and extends the brand’s cultural expression.
Client
MINI
Year
2018
Category
Editoral Design
Turning written content into a visually engaging 326-page book presented a strong design challenge. Through thoughtful typography, large blocks of text were transformed into expressive visual forms, supported by striking photography and premium materials. Together, these elements create a cohesive and rhythmic reading experience.
This project helped MINI China clarify and refine its brand image, while also improving market perception and brand favourability.
The researching process
