AI x Strategy - MINI SCOUT

 
 

HERO

MINI SCOUT
AI x Brand Strategy

Exploring how AI can support senior-level brand development — from positioning to product language and visual systems.

Role: Brand Strategy, Prompt Engineering, Visual Direction

Context

This project explores how AI can be used to design a product that does not yet exist. The challenge was to create a new electric urban bike for MINI — an automotive brand with a strong and established design language, but no history in two-wheel mobility — and to develop a credible product and brand system from scratch. AI was leveraged not as a shortcut, but as a strategic and creative co-pilot: first to define positioning, audience, and product principles, and then to generate, test, and refine a consistent product language across form, identity, and lifestyle applications. The result is an end-to-end concept that demonstrates how AI can support senior-level brand and product innovation when guided by clear strategy and disciplined design thinking.

Strategy Before Visuals

Before generating any imagery, I built a strategic foundation defining audience, positioning, product principles, and visual direction.

This framework anchored every prompt and prevented visual drift across the system.

 

From Prompt to Product Language

Early prompts established three design directions. Once the product language was defined, it was locked and reused across all future visuals.

The focus shifted from exploration to system-building.

From Product to Brand System

With the product language set, I expanded into color, lifestyle, retail, and detail imagery — all generated from anchored prompts to maintain consistency.

The goal was not individual images, but a cohesive brand ecosystem.

 

What I Learned Designing with AI

  • Strong strategic prompts produced far more consistent results than iteration alone.

  • Small wording changes could dramatically alter product design.

  • Restarting from the master strategy was often more effective than refining broken prompts.

AI proved most powerful when paired with clear brand thinking and defined design principles.

Why This Matters

This project shows how AI can support senior-level creative work — accelerating exploration, strengthening systems, and extending strategic thinking.

AI is not the author here.
It is a collaborator within a disciplined design process.