A new expression of BMW

Attitude in spirit.
Relevant in culture.
Sophisticated in expression.

This Visual Expression was created to redefine how BMW presents itself to the world from 2027 onwards bringing a more contemporary, refined and distinctive character to the brand.

Developed to feel unmistakably BMW, while elevating the visual language to meet the expectations of a luxury audience, the expression establishes a considered balance between dynamism, restraint and sophistication.

A visual north star for the brand’s communication moving forward.

Role
Executive Creative Direction, Concept and Visual Expression.