BMW Group + QUT Design Academy
With a focus on redefining BMW + QUT Design Academy’s brand identity, this project harmonises modern professionalism with approachability. Enhancing student engagement through vibrant visuals and a cohesive style guide, including refined social media aesthetics and a reimagined website experience, it revitalises the Academy’s visual identity to resonate with both industry standards and student aspirations.Summary
BMW Group + QUT Design Academy. The Academy is a partnership between BMW Group in Germany, and Queensland University of Technology (QUT) School of Design in Australia.Client
Avery Wang and Chloe LeungTeam
Year
2024
First and foremost, what is the
Design Challenge?
The BMW + QUT Design Academy is recognised for its accomplished and professional tone, as well as high-quality and sleek design aesthetic. However, the team aimed to become more approachable as they upscale their staff and student outreach, necessitating changes to better present information and program outputs. The challenge was to redefine the brand’s visual identity and user experience to harmonise these qualities while maintaining its established sophistication. 
What about the
Idea and Solution?
The team specified the need for the brand to be more approachable and engaging while maintaining a sleek, innovative tech look. Through research, strategies were developed to introducing more colours, gradients, and modern, sleek elements into the brand.A refined style guide was created to inform social media and website outputs, ensuring a balance between approachability and fostering curiosity and excitement among students. The key deliverables included:
• Refining and packaging a comprehensive brand style guide,
• Presenting multiple style options for new social media designs (Instagram feed, posts, stories, reel covers),
• Developing digital and physical outputs such as LinkedIn banners and printable documents,
• Reimagining their official website experience while maintaining a more corporate aesthetic.
Academy HomeSpecial ProjectsResearchWhat do we conclude about its
Design Impacts?
The interventions have significantly strengthened the Academy's brand presence. By implementing a robust brand style guide, we ensured consistency across platforms, reinforcing a unified visual identity. Vibrant colours and modern elements enhanced the brand’s approachability, resonating with students and industry professionals. Strategic updates to social media and website design helped to align the academy with current design standards and attracting prospective talents in automotive and design sectors.
Disclaimer: This project was completed for BMW Group + QUT Design Academy as part of QUT's Work Integrated Learning program.