Over the last few decades, the BMW Motorrad brand has embraced the identity of its larger parent car brand with the car brand’s tone of voice, spirit and attitude. Yet, dig a little deeper and you find an abundance of heritage, a deep-rooted love of racing, and riders who are devoted to the brand.What BMW Motorrad needed, was to find a distinctive brand image, uncover its own attitude and ride off in a new direction.

An integrated brand communication campaign is created around the line UNSTOPPABLE.

Following this every piece of brand communication for the largest Motorcycle Show in the world is devised. A brand identity, for the biggest BMW biker gathering in the world is produced.Online, a new product experience that allows people to get closer to the bikes is created and the world’s first-ever commercial GPS drawing experience is built.

All communication channels carry the distinct design identity of Unstoppable.

The aging brand changes, and younger riders become more attracted to it. Every market and every dealer across the globe buys into the communication. And a decentralized brand becomes unified under one word:UNSTOPPABLE.