The famous bavarian automotive brand appears high-tech from the outside, but on the inside they are still working through a lot of changes. That’s why they created a new department whose goal it is to establish agile working principles. This newly formed group asked us to create a unique brand identity within the BMW family. After an intense workshop series we developed a bright, loud and selfconfident identity. I led the design team, advised the client and ensured quality during the entire creative process.