The BMW Festorics Event
The BMW Car Club of America is the only BMW approved car association in the US. Boasting over 50,000 members – with the club is divided into regional chapters. The purpose of each chapter is to foster the post-purchase experience of the BMW brand.
Each year the BMW Car Club hosts a membership corral at Laguna Seca during the Monterey Historics Races. The main vintage race attracts 80,000 visitors over the event weekend, and BMW uses the exposure to promote the brand to the upper crust audience.
My part in this event (both past and present) has been to design the overall look and feel. This design encompasses signage, shirts, corral passes, advertising, etc. The BMW portion of the event directly touches about 1000 BMW owners and prospective customers each year.
Production Details
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Most of the art was created using Adobe Illustrator. Photos of the BMW Z07 car were converted into line art using Adobe Photoshop and Illustrator. Multi-page print formats were done in InDesign. Production houses for hand-off included a screen printer, on-line print house, and a digital printing house. Formats were also made available in PDF
The art team consisted of myself and the web designer, who created a web experience around the event brand.
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