The system, called BMW Link, allows BMW owners to stay connected with their vehicles like never before. Sensors attached throughout each BMW vehicle keep track of all aspects of performance and inventory, including speed, fuel usage, distance traveled, maps, and music library. The campaign consisted of multiple components, including a logo, motion spot, web app, mobile app, and social media integration.
BMW designs the most advanced performance automobiles in the world.
- Industry research
- Video demonstration
- Web app
- Motion spot
- Social media integration
In keeping with the brand insight of advanced performance automobiles, each component of the campaign drew inspiration from futuristic interfaces, sleek concept vehicles, and high-tech machinery.
With the existing BMW logo being such an elegant and recognizable mark, a complete redesign was not needed for this rebrand. Instead, I went with a refresh that matched the modern look and feel of the campaign, while maintaining the character of the original logo.