BMW Motorrad
The riding side of BMW Park Lane, given its own voice. A run of work across finance offers, product protection, the showroom and the inbox, all held to one confident system.
The offers
Selling the range, month to month.
The finance offers run across the Motorrad line, from the A2-friendly G 310 R to the R 1250 RT tourer. We built them as one system: a dark cinematic frame, the model name in solid type with an outlined offer lockup, and the deposit and monthly figure read plainly underneath. New numbers drop in each month without the look ever moving.
The protection
A technical product, made legible.
BMW GardX Total Protect covers ceramic and anti-corrosion treatment, a useful product that is easy to over-explain. We turned it into a single annotated sheet. Green marks the areas the ceramic layer protects, red marks the metal treated against corrosion, and the kit contents sit in a plain list down the side. One look and a customer understands what they are paying for.
In the showroom
Its own room in the flagship.
Inside Park Lane, Motorrad holds its own space, built around the riding culture its customers live in. A full-height photographic wall sets out new and used bikes, riderwear and accessories, so the room reads as a riding brand the moment you reach it, not a corner of a car showroom.
In the inbox
One voice, every email.
Every message from the team carries the brand. The email signatures pair the Motorrad line, home of and the heart of Motorrad in London, with riding photography that shifts by bike and mood. One system, several builds, so a sales email looks like it came from the same place as the showroom wall.
The outcome
The riding brand, pulled into one line.
From a finance offer in the feed to the wall in the flagship and the signature on an email, Motorrad now speaks with one voice across Park Lane. The work moves fast where it has to, the monthly offers, and holds its standing where it counts.
Where does your brand sit against the business?
Every engagement starts with the Brand Alignment Diagnostic, a fixed first step that scores your brand against the business and shows what to fix first.