For the GEN M Drive Festival proposal, I developed a high-octane visual identity that captures the raw transition from track-bred performance to urban street culture. The creative direction centers on “The Thrill of Adrenaline,” utilizing a dynamic “M” signature color palette of electric blues and deep reds set against dark, asphalt-inspired textures to simulate a high-speed environment. By architecting a cohesive design system—ranging from motion-blurred digital countdowns and bilingual environmental signage to custom vehicle liveries—the project creates an immersive, 360-degree brand experience that positions the festival as the ultimate destination for automotive enthusiasts.
Credits
- BMW GEN M
- GEN M Drive Festival — "The Thrill of Adrenaline"
My Role
- Lead Brand Identity
- Experiential Design Lead
- Concept & Asset Development
