On BMW briefs, revamps of existing models mean the identity of the car within BMW’s walls and on the road has already been well established.

Working on the 4 Series, the first-ever of its kind, we were tasked with helping the 4 find its place in the fleet. Giving it an identity and voice, all its own. One driven by pure, unadulterated aesthetics.

I made sure guys weren’t the only ones having fun using the 4’s good looks to their advantage.