Motorcycle culture was losing its edge. The market was ageing. New riders weren’t showing up. BMW Motorrad needed more than a brand refresh — it needed a reset.

The big question:How might we reimagine BMW Motorrad as a lifestyle brand that speaks to both hardcore riders and curious newcomers?

What we did

Working with the team at VCCP Berlin, we set out to do more than just sell bikes.
We designed a brand experience that flexed with the rider — whether you lived for canyon curves or city commutes.

We started with one key insight: Not all riders ride the same.

• Sports bikers crave power and edge
• Moped riders want freedom and ease
• Adventurers seek purpose and presence

Using research, journey mapping, and iterative testing, we created a brand system that adapted to each persona — visually, tonally, and interactively.

What got delivered

• 💥 A flexible brand platform built on emotion, not just engine size
• 📱 Personalised digital touchpoints that reflected rider lifestyles
• 🤝 A growing community — more engaged, more connected, more diverse

Result

•+55% increase in emotional brand connection — driven by personalisation
• Higher relevance across segments — sports bikers praised the boldness
• Uplift in social engagement — more shares, more stories, more riders
• A foundation for future digital channels — built to scale with the lifestyle

Behind the scenes

I led research and design strategy, shaping a lifestyle-led transformation that connected on both logic and emotion. This project proved that motorcycles aren’t just about mechanics — they’re about meaning.