SPIRE INTEGRATED DESIGN • NYC
The BMW Ultimate Drive for the Susan G. Komen Breast Cancer Foundation was in its 4th year, when Spire designed the surface graphics for flagship signature X5. The event travelled across the U.S. to raise a million dollars for the cause.
This engaging surface delightfully masks hundreds of hours of careful planning. The information presented on the "skin" of the BMW X5 was carefully preplanned to accept over 15,000 signatures. Each signature represented test miles translated into benefit dollars for the Susan G. Komen Breast Cancer Foundation. Spire's assignment was to create a surface that celebrated BMW's achievement with the capabilities of its X5 vehicle, while appealing to participants to sign the vehicle and contribute to a crucial health cause.
An imaginary landscape was derived that incorporated every kind of typographic surface. The file created to generate this map was huge -- drawn at 100% scale, printed on a thin, durable vinyl, and in conjunction with many painted details, applied to the vehicle. The surface was also designed to accommodate signatures as the event traverse the country. Planning for accurate coverage of the vehicle, over a 180-day timeframe, while assuring an even distribution of final signatures required immense planning and continually corrective modifications.