Designworks, the design innovation studio for BMW, exists to go beyond. They possess the desire and the vision to lead BMW and a select group of clients beyond what is possible today, and to create a real and meaningful “better.”

With a leadership change and a renewed focus on what makes Designworks unique, they partnered with Collective to create a straight forward and confidently assertive visual identity. The bold and compact “breakthrough” wordmark announces a return to simplicity and clarity and the non-traditional imagery signals a rejection of industry jargon and tech/design fetishism.