BECC Agency | Markenagentur in München

We’re not the kind of agency that tells its clients what they want to hear. We speak up. We talk out of turn. We channel what the customer is really thinking. And we believe that’s been the key to our success over the last 13 years. Whether it’s consulting on insightful brand strategy, creating a striking brand appearance, finding an unforgettable name or building an immersive event experience — passion for relevant and meaningful brands is what drives our creativity.

Our departments aren’t in long-distance relationships. They are tight-knit, in sync and in touch. Our projects tend to start with some strategy. Then our verbal identity team adds some storytelling. Depending on the brief, our architects, experience designers, graphic designers and art directors will then get involved and work in collaboration until it’s ready to be released to the world.

We are passionate about what we do. But we are more than our work. We are rappers, DJs, illustrators, bakers, entrepreneurs, authors, hunters and mixologists. At BECC, we welcome characters. After a job where you can work creatively and stay true to yourself? You might be just who we’re looking for.

People never just “drop by” anymore.

Be bold and come say hello.

Show your colours.

The BMW Group is not only taking the next step into the future, but is also transforming the entire company into the digital age.

That’s why the BMW Group CI rebrush left almost no traces of the previous appearance. All CI elements were reworked and composed into a self-confident, future-oriented and very strong new exterior that conveys the company’s attitude and vision clearly and with focus.

Bold and unconventional – the new colours communicate the radiance and emotionalise the appearance. Together with the flexible mechanics, this results in diverse application possibilities for every situation.

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The typography is a unique element of the BMW Group CI. Highly individual and exclusive to the BMW Group and the BMW brand, this typeface with all its type styles is characterised by dynamic curves, inserted arcs and complete freedom from intersections.

The company’s sender identification has been harmonised: The BMW Group wordmark appears in a new typeface and the size of the brand symbols was increased in order to communicate even more clearly and confidently.

The new development of the corporate design also included the definition of the layout behaviour with moving images and animations, which now appears clearly forward-facing, exciting and self-confident.

A fresh-faced Freundin.

Our best friend should grow and change with us. The German women’s magazine, Freundin, is a contemporary bi-weekly publication that focuses on fashion, beauty, food, love, work and lifestyle. As part of a deep process of modernisation of this tradition-rich brand, BECC had the opportunity to support parent company Burda Verlag to refresh the face of Freundin – to emphasise the growth of the brand in a way that would speak to the next generation of “Freundinnen”.

A key input for us was the new Freundin claim, “For more ‘us’ in life”. A heightened thematic focus on solidarity and community among women needed to be represented in the new wordmark. This can be recognised in the balanced way the logo now “leans in” to itself, its round open spaces and young, fresh typography.

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The new BMW Brand Design.

The new BMW Brand Identity puts the customer at the centre of everything the brand does, and the new BMW Brand Design is a vivid expression of this orientation. It includes a new exclusive typeface, enables far greater communicative freedom and establishes a clear system to coordinate the BMW, BMW M and BMW i symbols.

This project won the internationally recognised Red Dot Award for Brands & Communication Design 2021.

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A focus on customer centricity
BMW had a clear vision from the start: the new symbol must visualise their strong customer orientation. To get there, we turned to radical reduction. The symbol’s ring is now transparent and enables a direct connection to the world of the customer. As well as being easier than ever to use, the simplicity and minimalisation of the new symbol give it an authentic quality across all media.

Family resemblance
The new, simplified system that coordinates the BMW, BMW M and BMW i symbols harmonises their appearances. Now, the subbrands’ relationship to the core brand is obvious, with the focus clearly on BMW. These symbols are exclusively for use in print and digital communication, as well as in spatial applications such as events and trade shows.

A sign of the times
The BMW Brand Identity is also expressed in the new brand typeface. It has been completely redesigned as well as optimised for legibility. A technical look and feel has been replaced by a light and unique appearance. Further strengthening the character of BMW with every word.

Principles and creative freedom
The rulebook has been thrown out in favour of a new set of principles for use. These enable a much greater spectrum of creative freedom, giving every piece of communication more personality and expression and the brand an emotional attitude.

Future-facing solutions
Making changes to an icon like BMW is a challenging process, and we had to find new solutions in order to support them every step of the way. Our collaborative approach sparked creativity on all sides. The result: the customer is firmly at the centre of the new BMW Brand Design. And BMW is ready for tomorrow.

Showcasing every kind of drive.

The return of the trade show, on a whole new playing field. The IAA MOBILITY 2021 gave Silver Atena the chance to showcase its pioneering expertise and state-of-the-art Corporate Identity in a spatial realm. Making their IAA debut with a broad range of technological prowess to present, the product presentation encompassed a wide variety of core elements from the full mobility spectrum – from eAircraft to fuel cell vehicles and traditional automotive solutions. In order to bring an approachable, personal feeling to the advanced technology, the stand created plenty of space for conversation and idea exchange. The clearly structured architecture provided the ideal setting for first introductions, product demonstrations and relaxed meetings, to mark a very successful show indeed.

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An electrifying premiere.

The IAA MOBILITY 2021 marked the premiere of the most advanced DC charging station on the market – the iONiX, a joint venture from Silver Atena GmbH and Bender GmbH & Co. KG. The charging stations, stunning in their own right, were presented alongside large-scale communication, to attract attention from afar. The flooring graphics and dynamic lighting strips not only complemented the sleek design but reflected the connectivity features and charging park solutions. With a special eye-catching art edition curated by a German artist, the iONiX charging stations were given pride of place on the Silver Atena stand, inviting every passer-by to explore the intelligent technology encased in a captivating design.

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What if online could also be offline?

In today’s world, brand design has to be digital first. Especially on social media, it is essential that brands can communicate with flexibility and emotion to ensure they stay relevant for users. The new MINI CI, developed together with our client (Inga Bilsing, Corporate Identity & Naming Strategy), was finalised in time to give the latest product campaign a fresh impulse: a new layout, a new typographical approach as well as strikingly coloured graphic elements that provide fluidity between the online and offline worlds. All of which perfectly reflects the new MINI claim – “BIG LOVE”.

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OUR SKILLS:
Visual Identity
Strategy | Media Design | Graphic Design | Text | Implementation

Expressing an urban haven that is open to the world.

The opportunity to name a MINI Vision Car is also an opportunity to name the future of urban mobility. And this one rethinks what a car should even be. With three “Moments” to configure your experience: An extended urban habitat in the “Chill” moment. An invitation to go exploring in “Wanderlust”. And a space that brings people together when switched to “Vibe”. The verbal identity team at BECC worked in close collaboration with our client MINI (Inga Bilsing, Corporate Identity & Naming Strategy) to create the perfect name for this unique concept. One that creates an instant mental image of the ideal companion for the urban explorer. A strong, versatile name that communicates the intersection of city and space – we soon realised, it could only be the MINI Vision Urbanaut.

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OUR SKILLS:
Verbal Identity
Naming | Storytelling | Text | Project Coordination

Intelligent. Electric. Inspiring.

IM Motors is an exciting new automotive brand in the Chinese market, with a corporate design by BECC. Part of the formidable SAIC Group, the brand made its debut trade-show appearance at the Shanghai Auto Show in April 2021, and BECC was responsible for some key aspects of the presentation.
A highlight of the IM Motors presentation was a concept car created in partnership with the internationally renowned designers Heatherwick Studio. BECC had a special role supporting this partnership, which included our involvement in the naming process for Airo and creating its badge and introductory film. From the press conference to the stage design to on-stage animations, we worked closely and flexibly with SAIC to ensure that IM Motors left a long-lasting impression on both those there in-person and those experiencing the presentation remotely.

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Destination: Future.

An eco-friendly new building, technically innovative, at the highest standard of sustainability and digitalisation. Also one of the largest BMW dealerships in Germany. The new BMW, MINI and BMW Motorrad Reisacher location in Augsburg is customer-oriented in every respect. Here, everything takes place under one roof: BMW new cars, MINI, BMW Motorrad, BMW used cars, BMW service/workshop, parts & accessories and tyre service.
We had very clear expectations in mind for the design and supervision of the interior work: create the highest-quality design, as well as the highest-quality experience for customers and employees. Both futuristic and customer-oriented as well as efficient and process-optimised.
The spacious brand worlds that have been created here enable a holistic experience. Sustainability remained in focus from the choice of materials to the lighting concept, which relies exclusively on LEDs. This not only sets a new standard for customer experience, but also makes a clear statement about the strategic direction of the Reisacher location. Destination: Future.

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A market leader shapes the future.

The new corporate design, developed together with BECC, visualises the company’s new strategic orientation as an innovative market leader and has been specially optimised for the design requirements of digital media. A digital-first design for a state-of-the-art technological expert.

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The Brand Behaviour Companion.

In partnership with BMW Group and the technical specialists Str8labs, we created a modern multi-brand app to engage BMW Group employees in the basics of brand-typical and customer-centric behaviour. By breaking down the content into compact units, the app enables independent learning that meets today’s expectations and in order to create a learning process that is modern, effective and fun. The clearly structured brand strategy and customer centricity chapters, the interactive gamification approach in the form of a brand quiz and the regularly updated articles make the app a valuable companion for all BMW Group brand enthusiasts. Our main tasks in the development of the app were the creation of the concept and content as well as the design, which is based on the newly developed BMW and MINI brand designs.

This project won the internationally recognised Red Dot Award for Brands & Communication Design 2021.

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Let the world of SKODA IAA take you there.

Creating an immersive and all-encompassing experience on the stand was the aim at BECC Agency when we worked in collaboration with our partners at SKODA and we delivered it. With the iV streets being the main focus that electrified the stand as they stretched through its centre. It was also a momentous place to celebrate 60 years of the Octavia, with the old and new displayed side by side to demonstrate the changes and the enduring elements of the iconic car. The stand offered a lot more besides the broad range of models – with SKODA Connect creating an immersive visitor experience. Visitors could have their own ‘photo booth’ experience and use the communication stands to engage fully with all aspects of SKODA.

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Strong brands are never static.

The automobile industry is currently undergoing more change than ever before. Customer expectations are shifting beyond products, towards a whole ecosystem of relevant and meaningful offers and services. BMW is not waiting for these developments to arrive – the brand is actively shaping the future of mobility. As the lead agency for Brand Identity, we ensure that BMW, together with its subbrands BMW M and BMW i, grows and adapts in sync with the world around us. We explore and push limits, test and rebuild, always engaged to ensure the image portrayed to the world is ready for tomorrow.

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Rev up in Montpellier.

The Mediterranean coast is in a class of its own when it comes to thrilling rides. Since September 2019, Montpellier has had another highlight to make the hearts of bikers beat even faster. In close cooperation with BMW Motorrad, we developed a concept that makes the “Make Life a Ride” lifestyle a multi-sensory experience. Visitors can dine in the gourmet restaurant, learn about the history and essence of BMW Motorrad in the museum and co-working space and even visit the on-site barbershop. In other words, they can truly immerse themselves in the world of BMW Motorrad and feel at one with the Make Life a Ride mentality.

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The whole is more than the sum of its parts.

As lead agency for trade fair appearance, it was our pleasure to collaborate with Toyota in creating the architecture and communication for the Geneva Motor Show in 2019. To make sure every visitor understood the importance of hybrid technology at Toyota, we incorporated new communicative elements to emphasise the overwhelming presence of hybrid vehicles in the Toyota range. We also created a new immersive Toyota Gazoo Racing area to celebrate the premiere of the Toyota Supra, complete with special flooring, a dynamic media display and a 4D virtual driving experience. The result: an eye-catching, integrated trade show experience that is a testament to our successful working partnership.

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Make an attractive brand even more attractive.

For us, design is more than just a formality – our goal is to express the unique character and unconventional nature of MINI on a visual level as well. As CI/CD lead agency, we combine our understanding of the brand identity with a strong sense of aesthetics to create a distinctive and consistent appearance that inspires MINI fans around the world.

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OUR SKILLS:
Visual Identity
Strategy | Media Design | Graphic Design | Text | Implementation

A new look.

As the expertise and breadth of an organisation grows, it can also outgrow its brand appearance. With their new visual identity from BECC the Munich Consulting Group now has a look and feel reflective of the state-of-the-art services, complexity and long-term experience they offer. After a strategic analysis of MCG’s brand architecture, we developed a clear brand identity and a corresponding visual appearance including a wordmark and logo, typography, layout principles, colour and image concepts as well as a fitting customer approach. The new appearance transports a clear message, transparency and modernity.
Take a look: www.mcg-gmbh.de

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The home of 130,000 employees.

The brands of the BMW Group include BMW, MINI, Rolls-Royce Motor Cars and BMW Motorrad amongst numerous others. Although the BMW Group itself is not a brand, it does need its own recognisable identity and attitude in order to attract high-quality employees, cultivate valuable investment and to interact with governments and other institutions. As lead agency for Corporate Identity, we have shaped a distinct appearance for the BMW Group, manifested in the interior design of BMW Group buildings, across digital media and in training documentation.

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Bringing the brands to life.

That’s what the BMW Welt is all about. A Munich icon, this immersive and experiential destination has undergone a fundamental transformation in recent years. As the lead agency for the BMW Welt since 2011, we have transformed the exclusively BMW experience to become a multifaceted insight into all the BMW Group brands: BMW, BMW i, BMW M, BMW Motorrad, MINI, John Cooper Works and Rolls-Royce Motor Cars. Working in close partnership with the BMW Group, we are responsible for the entire process of creating new exhibitions – from concept development right through to implementation. Whether showcasing a new product, updating the look and feel of an exhibit or creating a fine-dining atmosphere for its Michelin-starred restaurant, we are proud of our long-standing role in bringing the BMW Group brands to life.

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From digital mobility to motorsport victory.

The founders of SKODA had a mantra: only the best is good enough for our customers. At BECC Agency, we couldn’t agree more. Once again in 2019, we worked in partnership with SKODA to create the architecture and communication for their stand at the Geneva Motor Show. Our experiential communication brought the future of the brand into focus, enabling customers to discover how digital mobility solutions are already a reality at SKODA today and to explore new electric concepts in development. Plus, to celebrate the status of the SKODA Fabia R5 as a World Rally Champion, we created a dedicated space for visitors to explore the story behind the car, from factory to victory.

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Sometimes you just need balls.

Don’t get us wrong. We love Pinterest. At the same time we think: “Fuck Pinterest.” Our new exhibition at our office is about creativity – but how can you expect unique results, if everyone gets their inspiration from the same mood board?
In the past, all you needed to work creatively was a typewriter and an idea. No delete function, no Google search, no social media, no distractions. We believe that with all those technological advances, we lost something. What it is and how we can get it back is the topic of our new exhibition.

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The visualisation of exclusive relaxation.

A great CI tells a story. It arouses a feeling and awakens desire, sometimes even a longing for a time out, an exclusive experience – just like the new boutique retreats CI developed by BECC.
A new logo, colour scheme and font laid the foundation for the online appearance and all print materials such as business cards, invitations and brochures. boutique retreats offer relaxation at the highest level, a gift to yourself in an exclusive ambience, which can be experienced with the harmonious visual style, high-quality materials and personal approach. Take a look: www.boutique-retreats.de

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The logo is not the brand.

Our Verbal Identity department is about more than just names and taglines. It is devoted to creating clear, overarching strategies for how to shape the way people talk about brands. To introduce our beliefs and approach in this field following the launch in September 2018, we created an exhibition for our clients to explore whenever they come by. In a digital world, we name digital products. In other words, we are naming things that will grow, adapt and expand over time – under the same name.
A verbal identity tells a meaningful story that will remain relevant in the future. As brands develop entire ecosystems of interrelated products and services, they need a consistent way of speaking about themselves. Each component has to add meaning to the overall story. Plus, in the age of Alexa, verbal identities must be memorable, easy to pronounce, easy to understand and clearly differentiated to survive.

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A multi-faceted experience.

With the claim MAKE IT YOURS for the SKODA booth at the Paris Motor Show in 2018, we encapsulated the spirit of the RS models – reliable family cars that let you show your sporty side. The competition and contrast of MAKE IT YOURS shined through the whole booth, from the active cycling competition in the Tour de France exhibit to the nostalgia of an 8-bit video game on the big screen and the advanced OLED technology of the UX table. An interactive world that engaged visitors of all ages, every step of the way.

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“Iconic impulses” through a lens.

The MINI Vision Next 100 concept car imagines the urban, shared-car lifestyle with a whole new level of personalised experience. It was unveiled in London as part of the BMW Group 100 Years World Tour, entitled “Iconic impulses”. The carefully cultivated and futuristic accompanying photography was created by BECC. Through the integration of real materials with multi-level graphics in our 3D design studio, we created an artificial world worthy of the vision car, complete with professional models to add realism to the visuals. The results were monochromatic portraits that provide an insight into the future relationship between car and driver.

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OUR SKILLS:
Visual Identity
Concept | Art Direction

Becoming a lifestyle brand.

We are entering a new age. In the future, people will spend more money on experiences than on things. For BMW Motorrad, that means it’s no longer about the machine but the person riding it. BMW Motorrad Donford in Cape Town was the first dealership to integrate the Make Life a Ride brand attitude into the point of sale. Working closely with the dealer, we developed a concept that is much more than a Showroom – it’s a welcoming atmosphere that expresses passion, local flavour and individuality, becoming a destination where customers want to spend time. This multi-faceted brand experience celebrating the riding community has become the flagship for all BMW Motorrad dealerships wanting to express the Make Life a Ride lifestyle.

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Young, dynamic and full of power.

The North American International Auto Show (NAIAS) in Detroit played host for the world premiere of the BMW M2 Coupé and BMW X4 M40i. Our architecture and communication concept set the stage for this powerful debut, while also finding ways for the other models to shine, including the BMW 6 and 7 Series as well as BMW i vehicles. The elaborate presentation included an impactful LED wall and several interactive steles to showcase the urban, young and dynamic character of the new BMW M2 Coupé.

Images: Ken Schluchtmann, Photo Designer

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Insightful design and design insights.

A few decades ago, brands were born out of instinct, initiative and vision. Today, business schools offer passionate and curious students an opportunity to academically learn the world of brands.
We know that the students studying branding today will be the brand leaders of tomorrow. However, the brand landscape is changing and adapting constantly: to understand what makes a brand great cannot purely be learned from a text book.
We see our work with one of the leading business schools worldwide, the University of St. Gallen (HSG), as an opportunity to share our point of view with students, and give them a taste of the reality of brands. Our partnership includes guest lectures, strategic consultation and design services. The new website we designed for the university’s Institute for Customer Insight is now live, and can be found here: www.ici.unisg.ch/de/

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OUR SKILLS:
Visual Identity
Concept | Implementation

Three dining experiences, two stars, one place to be.

The BMW Welt is home to three distinct dining experiences from Munich’s most respected name in fine dining: Feinkost Käfer. From Michelin-star dining to a Brasserie with a modern-Bavarian twist as well as a rustic Italian-style bistro, each of these gourmet destinations has a unique flavour – and a design concept from BECC. Each space unites contrasts in its interior architecture – luxury and leisure in EssZimmer, modernity and comfort in Bavarie, passion and spontaneity in the Biker’s Lodge. One very special architectural feature in EssZimmer is the kitchen cube, which allows guests to experience the cooking process, live. Always the perfect atmosphere to enjoy good food in good company.

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Interactivity for all.

The 2018 Paris Motor Show entailed the premiere of the new Toyota booth design and our first event as their lead agency for booth architecture and communication. Inspired by nature and flexible for the future, the Fibonacci sequence provided inspiration for our concept and ensured every visitor felt embraced by the all-hybrid presentation. Through interactive displays, visitors had the chance to get hands-on while discovering the many ways in which Toyota is working towards better mobility for all.

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Turning a booth into a street festival.

The time for a one-way product showcase is over. For the MINI IAA 2017 appearance, we created a trade show stand that enabled visitors to discover, interact and play with the brand and its products in a multi-faceted experience. We stimulated all the senses with summer-fresh smoothies, stylish cuts in a gentleman’s barbershop, a vintage racetrack that roared with the sound of a John Cooper Works engine and a highly “instagrammable” selfie corner. The result was not only an eye-catching showcase for the MINI John Cooper Works GP Concept, the MINI Electric Concept and the other five heroes, but a street festival that invited everyone to join the party.

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