Our idea: Design a new kind of corporate website for the world’s leading premium manufacturer of automobiles and motorcycles – the BMW Group.

For its 100th anniversary we decided that the web presence should not only feature new content, innovative technology and a new digital corporate design to reflect the corporate identity of the BMW Group but also be designed responsive to satisfy the users increased mobile usage.

To achieve this the redesigned corporate website had to be strategically very different from the existing page. We wanted to do this through the use of innovative technology, a new structure of the contents as well as a shift in the focus of long continuous text on a more visual browsing experience and new UX approaches.

Contentwise the idea was to shorten click paths and bring the most important and interesting pieces of information to the top levels of the rebranded website.

First, the corporate design has been reworked and adapted for the refreshed online platform. Based on these changes the user interface was completely redesigned, and is now geared towards mobile use, clarity, orientation and modernity - and in conjunction with motion design elements underlines the dynamism and future orientation of the company.

By using large-format graphics and sliders in gallery format as well as a frameless structure, the website provides accessible information. The contents are prepared and visualised in a way that adapts automatically to any screen size and any device.

Everything can be found easily and intuitively. Photographic and video materials are integrated in such a way as to allow ideal representation on all mobile devices.

The online presence is topped off with smart features, interactive infographics, high-quality edited stories and a comprehensive insight into the career world of the BMW Group.

The result is a state-of-the-art platform for the digital identity of the BMW Group, which highlights the company's premium standard in all facets and enables communication activities to an interested and general public in the anniversary year.

This led to an increased interest from press and public and gave users a totally new way to interact with the corporate content of one of the most innovative global companies and the world’s leading premium manufacturer of automobiles and motorcycles.