Case 07 · Platform
BMW
Mountains
A car brand's platform that behaves like a mountain guide, and mentions the car only once you have a reason to care.
One line holds it together
A single topographic contour runs behind every page, every section break and every device mockup. It reads as altitude, it never repeats the same way twice, and it does the job a logo lockup would normally be asked to do. Remove it and the system falls apart; it is the whole identity.
The architecture is a guide, not a brochure. Alpine Guide and Destinations come first. Freeride and the xDrive Cup next. Models and News after that. The car is in the site — it is simply not the entrance.
And the restraint is the point: white, wide margins, photography carrying all the colour. For an automotive brand, withdrawing that far from your own product is a decision someone had to defend.
The site as a guide
Four consecutive sections of one page. The contour carries the eye between them; nothing else has to.
Past the website
