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.
So what is mimi? Mimi is designed to reduce consumption and make extension of product life achievable for a wider market. Having researched and discussed the lack of sewing skills in younger generations and the cost of garment extension initiatives such as repairs or upcycling, we came up with a portable, affordable kit that lets anyone keep their clothes going for as long as possible. Consisting of little tools such as waist cinchers, magnets and clothing glue, the kit allows you to wear your clothes in multiple ways, meaning one top could become 4! I mean.. less is more, am I right? We consideredhormonal weight fluctuations for women, for which our tools, such as button extenders and cinches, which can be used for the changing needs in a woman’s life.
The project saw me through all stages of the development process, from liaising with suppliers for less costly materials, discussing creativity with my team for product design and marketing campaigns, and website design, through to our first client interaction!
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.
Building a website felt so out of reach for me at first, but with some curiosity and determination, I learnt about wireframing, how to use Figma and the behind-the-scenes of e-commerce!
Most importantly, I gained invaluable experience 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.
