Client: Minimal
Role: Principal Product Designer (freelance)
Scope: Brand Strategy, Messaging, Visual Identity System, Brand Guidelines, Asset Direction, website
Minimal is a London-based micro-mobility startup redefining urban logistics. It owns the entire lifecycle of its e-cargo bikes and light electric vehicles, from conception and sustainable production to fleet maintenance and on-road operations.
Following an initial brand exploration by the agency Together With You, I was brought in to work closely with the founders (C-suite team) to set the North Star brand strategy, bridging early-stage concepts into a scalable brand system that the company could build from.
The work
It started with brand strategy and messaging. Partnering with the Marketing Director, I led a series of strategic workshops with the C-suite to extract and articulate Minimal’s core values, mission, strategy, and positioning. Rather than inventing them from scratch, the goal was to uncover and codify what was already innate to the company, shaping it into an authentic messaging framework. It all distilled into one idea: move more with less. It captured the ethos of the company and what Minimal is all about: less energy, less waste, less noise, and less cost.
From there, I translated the strategy into a brand system and guidelines deck—evolving the existing logo into clear, adaptable rules and setting the art direction for photography and creative assets, so that every touchpoint feels consistent.
Both outputs went on to shape how the FleetOS digital product was put together, so the product, website, investor decks, and physical fleet assets all speak the same language.
The impact
Transformed an early-stage identity into a robust North Star brand system and strategy to guide every future brand decision.