miniMCM | Startup Creation & Brand Development

Project Overview

Client: miniMCM (Founded by Aaron Hansen)
Role: Founder, Brand Strategist & Business Developer
Timeline: 2024–2025
Project Type: Startup Creation, Brand Development, Fundraising

The Challenge

Create a premium collectibles brand from scratch in an untested niche with no direct competitors. Build every aspect — from concept and identity to product design, operations, collaborations, and funding — while validating the market.

Strategic Approach

Brand Identity

  • Anchored in “The Creator” archetype

  • Minimalist black-and-white aesthetic

  • True-to-scale, authentic MCM replication

Partnerships

  • Tiered Artist Program: from fine art editions to accessible releases

  • Brand Program: custom packaging and flexible distribution models

Launch Roadmap

  • Seasonal campaigns with phased releases: Heritage Collection, Mini Lounger™, specialty series

Content Strategy

  • Educational storytelling and behind-the-scenes craftsmanship to build collector trust and engagement

EDITION ONE SELECTS

Key Deliverables

  • Complete brand book, packaging design, and messaging framework

  • Partnership models, production timelines, and revenue/IP guidelines

  • Multi-channel launch campaigns with influencer/media outreach

  • Event activation concepts

Edition One Launch @ Pierre Koenig's Scott House

Results (Dec 2024–May 2025)

  • 282 units sold | $28,021 revenue | $99 AOV (32% above target)

  • $135K in startup funding secured

  • 50+ five-star reviews | 10% repeat rate | 0% returns

FULL EDITION ONE COLLECTION

Impact

  • Established a premium position in the design collectibles market

  • Built scalable collaboration frameworks attracting ongoing investor and partner interest

  • Developed a seasonal release model with a clear product pipeline for future growth

Key Learnings

  • Systematic brand, product, and funding planning is essential for market entry

  • Heritage storytelling increases pricing power (AOV exceeded target by 32%)

  • Strategic frameworks retain value beyond initial launch execution

Future Opportunity

A proven, repeatable model for heritage design brands to merge authenticity with commercial success, adaptable to evolving markets.

Experience miniMCM

Visit: minimcm.com

Follow: @mini.mcm for new releases and design education