BMW Mean Machine
Client Project- Digital Design
Collaborating with a team of creatives from the Layton Design Studio, I helped create the BMW Mean Machine Livery Designs for UGA Football’s 26’-27’ Season.
As a designer on the project, this role allowed me the opportunity to hone technical skills, work within existing brand guidelines and interpret the client’s needs into a tangible object.
(BMW X UGA ATHLETICS)
FINAL CAR PICS (TO ADD)
Concepts
Make Noise
Beware of Dawg
Make noise
Bold—Type-Driven—Energetic
Beware of Dawg
Aggressive—Textured—Junkyard-Dawg
Collegiate
Collegiate
Player-Focused—Iconic—Clean
After an initial client meeting with BMW & UGA Athletics we collaborated to formulate concepts based off the feedback we heard.
Through a series of workshops and research the team created three concepts focusing on various aspects of UGA’s visual language.
Concept Iterations
Make Noise captured crowd energy and focused on typography, Collegiate was inspired by UGA’s existing football branding, and the tough “Beware of Dawg” concept contributes an aggressive edge and rough textures.
We began individually sketching concept iterations, creating roughs that would eventually turn into the final three concepts and group consideration: Make Noise, Collegiate, and Beware of Dog.
Beware of dawg
These sketches and illustrator file show my refinement process for a “Beware of Dog” iteration. I created a list of aggressive dog motifs/uga iconography to include before I began, and focused on creating something machine-like.
Make Noise
These sketches and illustrator file show
my refinement process for a “Make Noise” iteration. The concept began as an all over-
print concept, so I created a football
iconography pattern for the base in white,
and utilized spray paint texture/typography
to tie the iteration together.
Make Noise Process
“Frankensteining” workshop result for visualizing final
After a few rounds of refinements and narrowing down concept rules, I joined the “Make Noise” team to created the final iteration. I felt i had a strong contribution to the previous round where we created one iteration for all three concepts.
Football Icons Used For Final Pattern
The “Make Noise” livery visually represents the roar of sanford stadium, capturing fan energy and using bold jagged lines with custom typography to evoke noise. Featured on the car is a pattern of football iconography, UGA Logos, abstracted spike collar motif, and spray paint texture.
First Draft of “Make Noise” Livery
Custom Typography Created for the Livery Design
Football Iconography Doodle Pattern
Final “Make Noise” Livery Design
Previous Versions
The BMW Mean Machine has has several iterations throughout the past, its design being a fan competition open to the public. There are different BMW Models used with various racing/uga icons.
The difference between previous designs and Layton Design Studio’s are the research and concept creation. Each iteration had its own goal and meaning specifically created with our client meeting’s goals in mind.
Mean Machine “OG” (Top Left) Mean Machine 2.0 (Top Right) Mean Machine 3.0
(Bottom Left) Mean Machine 4.0 (Bottom Right). (Photo Credits: @bmwmeanmachine)
FInal REsult
The final livery design was voted upon by the public between the three concepts we presented BMW. Our finals are an amalgamation of a cohesive visual language the team created, with each concept fitting the clients’ needs.
Throughout this process I learned how to better collaborate with a team, and figure out everyone’s strong-suits so we could efficiently produce quality work. I’m proud of the finals created for this project and honored for the opportunity.