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mimi
For our final year project, we set out to build a unique brand from the ground up developing every element from concept to identity, strategy, and product execution. Our project, mimi, represents months of creative thinking, collaboration, and real-world business planning. We’re incredibly proud that it was recognised for its innovation and impact by both industry experts and academic mentors as we won the business award out of 20 competitor businesses.
I was able to put previously developed video editing skills to use to create our brand campaign below. Filming with my group was one of the highlights of the project, it was a genuinely fun and collaborative experience. From planning scenes to being behind (and sometimes in front of) the camera, the creative energy and teamwork made the whole process both memorable and rewarding.
Despite progress in sustainable fashion, overconsumption and throwaway culture remain deeply rooted in the industry. At Mimi, we set out to offer a different kind of solution, not by asking people to buy better, but to use better. Our goal is to inspire a more creative, mindful way of getting dressed.
Mimi is your personal style toolkit, designed to help you restyle, rewear, and revive what you already own. Whether it’s cinching, resizing, or adding a unique twist, our no-sew tools make it easy to reinvent your wardrobe; quickly, playfully, and without commitment.
No stitching. No waste. Just fresh, expressive style anytime, anywhere. And with a customizable case that’s as unique as your wardrobe, Mimi makes sustainable fashion personal.
I’m especially proud to have taken on the role of e-commerce which consisted of creating a website scratch, all the way from low-fidelity blueprinting, Figma prototyping to final website. The coursework for this entailed the rationalisation for each elements implementation, through thorough analysis of mimi's target consumer including primary and secondary research into technology acceptance and web layout opinions. Please see the final website below!
https://itsmimiandyou2.wixsite.com/mimikit
Working as part of the Mimi team taught me valuable skills in collaboration, time management, and creative problem-solving. Designing and building our website helped me develop technical skills in layout design, user experience (UX), and brand consistency across digital platforms. Through conducting both primary and secondary research including focus groups, surveys, and competitor analysis, I gained experience in customer profiling, data interpretation, and turning insights into strategic decisions.
These experiences strengthened my ability to think analytically while staying creatively focused on our brand’s vision.
Most importantly, I gained invaluable experiences working with a group, including learning how to navigate compromises with grace and professionalism, and developing the ability to collaborate effectively, listen actively, and contribute meaningfully within a team dynamic to achieve a shared creative vision.
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