As Chinese New Year was around the corner, BMW Asia requested to have a promotional key visual to incorporate the festive occasion into their various automotive classes. My role was to come up with several conceptual art directions that could be further expanded on.
A typographical approach was chosen, where various words would be used to reflect the distinctive style of each class and manipulated through type play to create an impactful visual.
As there was no copy given to design with at that moment in time, the placeholder word “Dream” was explored in various type treatments.
The first was designed to emphasise the striking and elegant form of the class, reflected by the purposeful highlight of curves and edges of the Chinese character.
The second focused on emulating the representative word, where soft gradients accompanied by multiple accentuations were applied onto the Chinese character to create an “after-image” effect.
The third option which was ultimately chosen for the proposal, had the intent of creating visual movement through type, where the shadow of the character was elongated from one point to another, reflecting speed and motion while incorporating representative images of the chosen words to provide an immediate visual impact.