BMW is a company that is always leading the market in stylish performance cars built for the driving experience. Unfortunately the website did not reflect this and was left untouched for roughly 7 yrs.
For this execution the goal was to modernize the overall look and feel of and to create a brand story into long time traditions BMW strives to uphold. We started out by crafting the overall story so the user could take a journey through some of BMW’s history to be inspired by the craftsmanship and quality standard that goes into every BMW made. Once the user was inspired they where introduced to the different series of cars BMW offers. From there templates where created that would facilitate the deeper dive into the different series, then models. These pages where treated as an inspirational online brochure to create excitement for the potential customer while making sure to hit the real differentiators into the different series. This way the user could find the series that was right for their lifestyle and then select a model based on certain price points.
When the site was relaunched in 2015 the response was overwhelming. The site went from being rated last to #1 by JD Power & Associates, the gold standard in automotive.
Role: Lead Design & Art Direction