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.

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The new BMW Brand Design.

The new BMW Brand Design is the visual expression of the newly developed BMW Brand Identity, which places the customer at the centre of all brand activities. It consists of a new brand font, a new degree of communicative freedom and a coordinated system for the BMW, BMW M and BMW i symbols.

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Customer orientation at the core
The goal was clearly defined by BMW: the new symbol must visualise the strong customer orientation of BMW. Radical reduction was the key. The ring is now transparent and establishes a direct relationship with the world of customers. The simplification and dematerialisation of the new symbol makes it authentic and easy to use in all media.

Clearly related
The new, simplified system for the BMW, BMW M and BMW i symbols harmonises their presentation. Their relationship to the core brand is now clear, the focus is on BMW. They are used exclusively in visual communication, in print and digital media. They are also used in spatial implementation at trade fairs and events.

Sign of the times
The new BMW Brand Identity is also expressed in the new brand font. It has been completely redesigned and its legibility optimised. The previously very technical appearance has been replaced by a light, unique typeface. This further strengthens the characteristic appearance of BMW.

Principles and freedom of design
The previous set of rules has been replaced by new principles of application. These open up a much wider spectrum of design freedom and give the layout more personality and expressiveness. The brand becomes much more emotionally charged.

Solutions for the future
Supporting an icon like BMW in this process was itself a challenge for which we had to find new solutions. The collaboration with our clients lit the fire of creativity. The result: the customer is now at the centre of all activities in the new BMW Brand Design. BMW is ready for the future.

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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Direction: Future.

An eco-friendly new building, technically innovative, meeting the highest standards 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 and accessories, and tyre service.
We had very clear expectations in the foreground 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 future and customer-oriented as well as efficient and process-optimised.
The spacious brand worlds that have been created here, allow room for complete experience. Sustainability was just as much a focus in the choice of materials used as it was in 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 future direction of the Reisacher location. Direction: Future.

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Silver Atena – a market leader shapes the future.

The new corporate design, developed jointly with the BECC Agency, is the visual embodiment of the company’s strategic reorientation and has been specially optimised for the design requirements of digital media.

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The BMW Brand Behaviour Companion.

In order to teach BMW Group employees the basics of brand-typical and customer-centric behaviour in a contemporary way, we created a modern multi-brand app together with BMW and Str8labs (technical implementation). By means of compact learning units, the app enables independent learning that addresses contemporary learning needs and thus creates a modern learning process. 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 based on the newly developed BMW and MINI brand designs.

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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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BMW Motorrad makes its mark in Montpellier.

Nestled on the Mediterranean coast, BMW Motorrad and BECC Agency are bringing the Make Life a Ride lifestyle to the French town of Montpellier. Bringing the concept of more than a showroom, first displayed in Cape Town, the space incorporates aspects of the bespoke lifestyle. 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 barber. Thus, 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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