Brand re-design


BMW Financial Services is the financial arm of the world-famous car manufacturer, BMW. As such, it provides financial products and services to BMW buyers, including HP, leasing, insurance and personal finance.


Our challenge was to redesign and rewrite a suite of literature to sell the BMW range of products, creating a distinct identity that could be translated across brochures, advertising, direct mail and point of sale media.

The key issue for BMW Financial Services was to retain the prestige, high-value perception and persona of the parent brand, with an emphasis very much on ‘strong words spoken softly’. BMW as a brand is confident, not boastful, yet superlative. Its financial services brand needed to mirror this without fail.


For this positioning, the key aspect was to communicate an understated, assured tone in both design and copy. We achieved this by mixing imagery of people and cars, maintaining a minimalist, clean look, allowing the sentiment of the words to speak strongly.

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