BMW Foundation’s RESPOND program empowers leaders who are working towards a sustainable and just future to achieve greater impact.
Story Design + Naming
BMW Foundation required a name, tagline, brand story and messaging for their new accelerator program. The brand identity needed to capture their vision, align with their program partner, UnternehmerTUM, and resonate with their new audience: startups with a mission to address social and economic challenges.
To kick this process off, we ran a naming and storytelling workshop with BMW Foundation and UnternehmerTUM in Munich. Through a series of ideation and empathy exercises, the workshop allowed us to understand the teams’ vision for the accelerator program, the impact they hoped to achieve, the priorities and needs of their audience, and their 3 favourite names for us to take forward and expand into potential identities for the brand.
We tested and iterated these three brand identities, before selecting RESPOND as the final name of the new accelerator program. We developed a story, logo, tagline, key messages and design assets for the brand – all aligned to ensure a consistent experience for the audience.
Copywriting
After developing the brand identity, we went on to create the copy, design and backend for the program website, which launched in January 2020.
