INDELIBLE PLANET
THE IDENTITY HAD TO LEAP FIRST
(brand creation — voice, mission, identity, from zero)
A BMW Project Agency/ Studio built to make far futures legible.
The stance came before the style. Sonora Webster — the high-diving rider blinded mid-career who continued for another decade — became its metaphor: risk, grace, impossible motion, and continuing after the cost. The hand-drawn mark was deliberately unmechanical in an industry that worships the machine. With CEO Ron Burkhardt, I co-wrote the organizing line: Turning Far-Reaching Vision Into Reality.
Part mission document, part manifesto — the brand book was the company’s first product.
The stance came before the style. Sonora Webster — the high-diving rider blinded mid-career who continued for another decade — became its metaphor: risk, grace, impossible motion, and continuing after the cost. The hand-drawn mark was deliberately unmechanical in an industry that worships the machine. With CEO Ron Burkhardt, I co-wrote the organizing line: Turning Far-Reaching Vision Into Reality.
Part mission document, part manifesto — the brand book was the company’s first product.
