The riding side of BMW Park Lane, given a voice of its own.
Inside BMW Park Lane, Motorrad holds its own space and serves customers who live in a riding culture of their own. We built a run of work across finance offers, product protection, the showroom and the inbox, all held to one confident system. It sits inside the 8-year BMW Group partnership.
A riding brand that has to read as one at every touchpoint
The risk for Motorrad at Park Lane is reading as a corner of a car showroom. Its customers ride, and the brand has to meet them in that world across every surface it touches: the monthly offer in a social feed, a protection product that needs explaining, the room itself, and the emails the team sends every day.
Those surfaces move at different speeds. Offers change month to month and have to be produced quickly. The showroom wall stays up for longer and carries the brand's standing. The job was to pull all of them into one line, so that a customer meeting Motorrad in the feed, on a sheet, in the room or in an email meets the same brand each time.
Selling the range, month to month
The finance offers run across the Motorrad line, from the A2-friendly G 310 R to the R 1250 RT tourer, taking in the S 1000 R Sport, the R 1250 GS TE and the R 1250 GS Adventure TE along the way. We built them as one system. A dark cinematic frame holds the bike, the model name sits in solid type with an outlined offer lockup, and the deposit and monthly figure are read plainly underneath.
The value of the system is in what stays fixed. New numbers drop in each month without the look ever moving, so the set can be refreshed fast and still read as the same brand from one month to the next. Each offer is built in square and full-height story formats, for the feed and for stories.
A technical product, made legible in one look
BMW GardX Total Protect covers ceramic and anti-corrosion treatment. It is a useful product and an easy one to over-explain, with two treatments, different parts of the bike and a kit of its own.
We turned it into a single annotated sheet. Green marks the areas the ceramic layer protects, red marks the metal treated against corrosion, and the kit contents sit in a plain list down the side. The colour coding does the explaining, so one look tells a customer what they are paying for.
Its own room in the flagship
Inside Park Lane, Motorrad holds its own space, built around the riding culture its customers live in. A full-height photographic wall sets out new and used bikes, riderwear and accessories in one setting.
The scale is the point. A wall of that height makes the room read as a riding brand the moment you reach it, and it gives the bikes, the kit and the used stock a single frame. It is the most permanent piece in the set, and it sets the standard the faster work has to match.
One voice in every email
Every message from the team carries the brand. The email signatures pair the Motorrad lines, home of Motorrad in London and the heart of Motorrad in London, with riding photography that shifts by bike and mood.
The type does the linking. The same pairing of solid and outlined lettering that carries the model name and offer lockup in the feed carries the line in the signature, so an offer in the feed and the email that follows it read as the same brand.
One system runs through several builds, so a sales email looks like it came from the same place as the showroom wall. The mark and the line stay fixed across the builds while the photography changes with the bike. The signature is the smallest surface in the set, and it gets the same care as the largest.
The riding brand, pulled into one line
From a finance offer in the feed to the wall in the flagship and the signature on an email, Motorrad now speaks with one voice across Park Lane. The work moves fast where it has to, in the monthly offers, and holds its standing where it counts, in the room and in every message the team sends.
What changed.
Motorrad now speaks with one voice across Park Lane, from a finance offer in the feed to the wall in the flagship and the signature on an email. The monthly offers move fast without the look ever moving, and the showroom and the inbox hold the brand's standing.
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