BMW i7
Magazine
Editorial Design
I've been obsessed with BMW for as long as I can remember — the design language, the engineering, the idea that a car can be purposeful and beautiful at exactly the same time. When BMW launched the i7, their first fully electric flagship saloon, I felt like nobody was treating it with the weight it deserved. Every piece of coverage was about specs, range numbers, and EV comparisons. Nobody was writing about it as the cultural milestone it actually was — a car that carries a century of BMW identity into an entirely new era. So I made the publication it deserved myself.
Editorial design for car brands has a very specific trap: it almost always collapses into a brochure. Product photography, spec callouts, lifestyle imagery — it all starts to feel like something you'd pick up off a dealership counter. I wanted this to feel like a collector's publication — the kind you keep on a coffee table, not the kind you throw out with the junk mail. That meant every layout decision had to be intentional. No filler, no decorative noise. Images needed room to breathe, and the typography had to do real structural work rather than just label what you're already looking at.
Every spread was designed with the same philosophy as the car itself — restrained, considered, and completely confident in what it chooses not to include. I drew from the precision of technical automotive drawing and the stillness of long-exposure photography, letting the imagery set the pace throughout. Typography is surgical: clean, hierarchical, purposeful at every size. The result treats the BMW i7 not as a product to be sold but as a cultural object worth documenting — a magazine built from genuine obsession, and it reads exactly like that.
"Not a brochure. A document."
The full publication, spread by spread. Scroll to turn the pages — exactly the way it was designed to be read.