As the lead designer, I was responsible for creating unique identities for both the daytime and evening events, ensuring they were visually differentiated while still aligning with the brand’s core values.

In addition to designing the overall creative direction, I also led the rollout of over 100 assets across both digital and print platforms. This included everything from email marketing collateral to LED screens for venue branding, and vinyl door wraps and banners to menus. My role involved ensuring that each asset was tailored to its specific format while maintaining a consistent, high-quality visual experience across all touchpoints.

Evening: "Retailer Of The Year"

For the evening "Retailer of the Year" event, I created a completely unique identity that stood apart from the daytime conference. The focus was on celebrating achievement and excellence, encapsulating the glamour and excitement of the evening. This new identity was bold, fresh, and festive, ensuring it communicated exclusivity and recognition.

The design included over 100 assets, such as animated digital content, email marketing collateral, printed menus, large-scale event branding, banners, vinyl wraps, and digital screens. These elements were crafted to immerse the attendees in the celebratory atmosphere, creating a high-energy, luxury experience.

For the Retailer Conference, we brought BMW's corporate identity to life with a dynamic design that highlighted the brand’s pillars: performance, innovation, and precision. The centerpiece was a spinning wheel graphic, symbolizing the heart of BMW’s engineering and tech. This was paired with engine, tech, and speed graphics, reflecting the cutting-edge nature of the brand.

A teak background was incorporated to add warmth and sophistication, aligning with BMW’s premium image while also giving the design a modern, engaging feel. This design effectively energized the daytime conference, keeping the focus on BMW’s technological prowess and forward-thinking spirit.

The project was a collaborative challenge, with four rounds of design pitches to a demanding client. Each round required refining the concept to meet specific client feedback while maintaining a cohesive and premium visual experience.

The final outcome successfully differentiated the two events while ensuring they were still connected under the BMW Group’s umbrella. The designs captured the essence of both the daytime conference and the evening celebration, creating a lasting and unforgettable experience for attendees.