2025 was a big year for both BMW and its community — it's been 50 years since the 3 Series was released. The BMW Group planned a campaign to advertise and celebrate the best selling car's birth year. This was an impactful event which evoked 1M+ discussion on social medias and released a limited edition vehicle.

In this project, I shaped the narrative direction of the campaign and worked on the identity of the anniversary branding.

Insight

Each generation is loved by its community.

The BMW 3 Series was remembered by the fans through its generational heritage, stories and emotional attachment. As the seventh generation concluded, the anniversary shall be a time to celebrate alongside the community.

Idea

Layering time into an iconic mark.

Using the original numeric typeface from the BMW 3 Series rear badge, I layered seven overlapping “3”s to represent each generation, then overlaid “50 Jahre” to mark the milestone.

Impact

From Icon to marcom.

The narrative was later adopted to BMW's Market Team and promoted on official social medias. The “7-generation” approach quickly resonated with fans and went virus with discussion.