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INDELIBLE PLANET FOR BMW



BRANDING THE AGENCY. BRANDING THE FUTURE.




Recruited as the Director Of Visual Intelligence for Indelible Planet - a BMW-aligned innovation studio - I was tasked with two parallel challenges: define the visual identity of the agency itself, and shape the visual narratives for its flagship initiatives.

Part 1: Branding the Studio


I built the foundational identity for Indelible Planet: naming systems, visual codes, and presentation frameworks that communicated strategic rigor without losing imagination. The design had to signal credibility to senior auto leadership while attracting creative collaborators who think beyond category.

Part 2: Branding the Projects


Led the visual development for two radical BMW initiatives:

- The Ultimate Ultimate Driving Experience (a speculative platform envisioning BMW mobility on Mars)

- The Oceans Project (a sustainability-forward narrative in partnership with WHOI and Parley for the Oceans)

For both, I translated conceptual briefs into compelling visual systems - cinematic, emotionally resonant, yet grounded in brand logic. Deliverables included identity marks, environmental design, key imagery, and deck frameworks used to pitch global stakeholders.

This wasn’t about making things look cool. It was about designing trust, vision, and momentum - at both the studio and enterprise level.

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IP IDENTITY


Branding Indelible Planet: Art becomes strategy.



SITUATION

Indelible Planet (IP), a strategic studio created to serve BMW's board, needed a distinct identity - one that could stand apart from legacy agencies and telegraph creative intelligence to both C-suite clients and cultural collaborators.
The studio’s positioning required visual language that felt original, expressive, and unafraid of complexity.


TASK

Design a logo and identity system that could reflect IP’s core values - whimsy, innovation, and radical imagination - while maintaining the credibility required for executive audiences in automotive, tech, and defense.

ACTION

I rejected standard tech signifiers (clean lines, sterile minimalism) and built the system from a different philosophical base.

- Researched visual traditions from da Vinci’s sketches to prehistoric carvings - seeking forms that conveyed human curiosity across time

- Used artist Julian Schnabel’s layered design language as a launch point: rough, intuitive, precise in its looseness

- Crafted a logo that felt drawn, not built - to reflect IP’s role as an idea catalyst, not a conventional agency
- Developed a full identity system with flexible usage: from deck frameworks to concept boards and spatial applications


RESULT

Created a visual identity that disarmed the expected - and in doing so, earned trust. The system was adopted across all touchpoints and became a core signal of IP’s creative mandate: to challenge how visionary work looks, feels, and functions.








The aesthetic of the logo led to the creation of unique iconography, used in print and in digital:





KEYART IMAGE


I created a rich visual world, part reality, part future, part imagination in which bold ideas could live. 

At the heart of the project was a central keyart image that shaped the entire branding philosophy. Inspired by Sonora Webster's daring horse dives, it invited the viewer to abandon the familiar and follow us into a new world of possibilities.

Suspended between heaven and sea, neither falling nor rising, frozen mid-flight, the horse became a symbol of an impossible leap, a moment of pure transformation.



It set the tone for a startup agency unafraid to transcend the boundaries of the common. Everything that followed - the strategy, the decks, the presentations - was a reflection of this ethos.






BRAND BOOK EXCERPTS






STUDIO COLLATERAL



AGENCY COLLATERAL AGENCY INTERIOR IDENTITY  WALL AGENCY COLLATERAL AGENCY COLLATERAL


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THE ULTIMATE ULTIMATE DRIVING EXPERIENCE:DRIVE A BMW ON MARS


PROJECT OVERVIEW


The Ultimate Ultimate Driving Experience was a speculative brand platform developed for BMW’s board, exploring what it would mean to extend the brand beyond Earth - specifically, to Mars. This was part of a broader “legacy branding” effort led by Indelible Planet to help BMW reimagine its long-term role as a mobility and innovation leader in a rapidly transforming world.

The goal wasn’t product - it was perception.

Could BMW maintain relevance in a future shaped by climate disruption, space colonization, and shifting cultural values?


Our job was to help them see how.



The following deck was created to help BMW’s leadership visualize the concept. My role was to make the possible feel tangible. This wasn’t just design - it was strategic translation. Every image, layout, and visual cue was engineered to turn a bold future into something boardroom-legible, emotionally resonant, and culturally inevitable.
(excerpts)






EXPERIENTIAL CAMPAIGN



SITUATION

As part of The Ultimate Ultimate Driving Experience platform, BMW sought to explore how a legacy mobility brand could claim cultural relevance in a spacefaring future. The challenge: translate an internal Mars concept into a bold, global-facing campaign that could inspire customers, stakeholders, and the public alike.


TASK

Develop a multi-tiered experiential campaign that would extend BMW’s Mars narrative into public consciousness - blending real space tech, cultural symbolism, and participatory storytelling. The campaign needed to be visionary enough to provoke media attention, yet grounded enough to feel technically and ethically credible.

ACTION

Led creative direction for Project XB, a speculative global activation that included:

- A BMW concept vehicle placed in Earth orbit, visible via telescope

- Interactive LED “torch” activations connecting customers across continents

- A Moon-based social-media-connected rover, enabling public exploration

- A message to the stars - the Record of Humanity and Engineering, broadcast via S.E.T.I., positioning BMW as only the second brand (after NASA's Voyager) to reach for deep space communication


RESULT

Though unexecuted due to budget constraints, the campaign was recognized as a breakthrough in experiential strategy - blending aerospace, media, and symbolic storytelling to expand what a brand activation could be. It remains a blueprint for how legacy brands can tap emerging technologies and space exploration to generate cultural relevance and public unity at global scale.


(DECK EXCERPTS)



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THE OCEANS PROJECT 


PROJECT OVERVIEW


The Oceans Project asked a simple question: how does a performance brand perform for the planet?

Developed in partnership with the Woods Hole Oceanographic Institution and Pharrell’s Parley for the Oceans, the project explored BMW’s potential role in ocean plastic remediation - from algae-based materials to circular product systems. But the real challenge wasn’t ecological. It was emotional.

My task was to create a unifying visual - one that could distill complexity, cut through fatigue, and spark belief at the highest levels of the company. The result: a surreal image of a swimming elephant, drawn from the waters of the Andaman Islands. It became a symbol of weight, grace, and engineered harmony - mythic enough to move the imagination, grounded enough to anchor strategic ambition.


Because in legacy branding - as in defense, biotech, and AI - transformation doesn’t begin with data.

It begins with conviction.








A PROJECT SHORT


I created, edited and scored our signature short featuring an elephant swimming in the Andaman Sea - a dreamlike sequence that captured the project's boundless spirit.

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