Client: Minimal
Role: Creative Director (Contract)
Scope: Brand Strategy, Messaging, Visual Identity System, Brand Guidelines, Asset Direction, website
Overview
Minimal is a London-based micro-mobility startup redefining urban logistics. Unlike traditional manufacturers, Minimal 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 as Creative Director to set the north star brand strategy — bridging early-stage concepts into a fully realised, scalable brand ecosystem the whole company could build from.
The Work
Brand strategy & messaging — Partnered with the Marketing Director to define Minimal's core values, mission, and strategic positioning. Working closely with the C-suite, I translated these foundational ideas into a cohesive messaging framework and corporate deck that clearly articulates what the company stands for.
Visual identity & brand guidelines — Evolved the existing logo into a comprehensive, production-ready brand system, establishing clear and adaptable rules to guide the entire brand going forward.
Creative & photographic direction — Set the visual direction for Minimal's imagery, establishing art direction guidelines for photography and creative assets to anchor a consistent look across every touchpoint.
Scalable communication framework — Created an adaptable system designed to power everything from website to digital marketing and investor decks to physical fleet assets, ensuring the strategy holds across the entire ecosystem.
The Impact
Transformed an early-stage identity into a robust north star strategy — one that aligns internal teams, guides every future brand decision, and projects a unified, innovative presence on the road and in the market. Proof that Minimal truly moves more, with less.