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The BMW Open Innovation unit was in need of a refreshed identity that reflected its evolving role as a driver of innovation within the BMW Group. The objective was not a full rebrand, but a “Rebranding Light”: a modernization of the visual and narrative identity that would highlight agility, openness, and future orientation. The vision was to position Open Innovation as a distinct, forward-thinking unit within the global BMW ecosystem — maintaining alignment with the overarching BMW brand while carving out a recognizable space for innovation, collaboration, and entrepreneurial spirit.
Our execution combined strategic brand thinking with practical design deliverables to ensure both immediate applicability and long-term scalability:
The “Rebranding Light” successfully revitalized the BMW Open Innovation brand presence. The new identity was received positively by internal stakeholders, who reported improved clarity, usability, and resonance with the unit’s mission. The refreshed brand narrative positioned Open Innovation as a credible, modern, and distinct entity within the BMW Group, strengthening its ability to attract external partners and communicate its value.
This project demonstrated the effectiveness of a lean but strategic approach to branding: delivering visible impact without overhauling the core identity. By aligning creative execution with the precise needs of the organization, we achieved a balance of continuity and renewal — ensuring that Open Innovation’s brand is equipped to evolve alongside its ambitions.
