TRUST YOUR DNA
In 2024, we faced a clear challenge: to give BMW a strong, unmistakable visual identity. Moving away from the generic lifestyle aesthetic. Towards a visual language with attitude, character and a distinct identity.
WE EMBARKED ON A JOURNEY THAT LED US BACK TO THE STRONG DNA AT THE HEART OF THE BRAND.
The confidence, communicative power and pride with which BMW presented its model range throughout the 70s and 80s captivated and inspired us.
The idea of radical reduction opened up a new visual world, one that puts the individual character of every BMW model centre stage.
AN EXPERIMENTAL PHASE ACROSS CGI, AI AND REAL-LIFE PHOTOGRAPHY HELPED US EXPLORE BMW’S VISUAL IDENTITY AND DEFINE ITS KEY COMPOSITIONAL PRINCIPLES.
Based on these principles, we developed a comprehensive set of visual guidelines for the entire BMW model range and brought them to life across a variety of campaigns.
BUILDING ON THIS FOUNDATION, WE TOOK THE ROLE AND IMPACT OF TYPOGRAPHY A STEP FURTHER.
Typography has become not only a design element, but the means of communication itself.
Bringing back bold, creative headlines and strong messaging gave BMW a voice that had been missing for some time. At the same time, we refined the layouts across the different BMW brand segments, creating stronger compositions, clearer hierarchies and greater visual impact.
THE LUXURY SEGMENT RECEIVED ITS OWN DISTINCTIVE EXPRESSION.
A dedicated layout system gives photography more room to breathe, while generous white space creates the stage for the deliberate reintroduction of the claim:
BAYERISCHE MOTOREN WERKE
Agency - Jung von Matt Hamburg / Managing Partner - Thimoteus Wagner / Creative Directors - Damian Kuczmierczyk / Senior Art Director - Leon Becker-Detert / Art Director - Moritz Singbartl / Senior Copywriter - Daniel Hill / Client Service Director - Maren Winter / Senior Project Manager - Janina Paleit / Post-Production - recom Hambug / Photographer - Alex Rank