The Layton Design Studio partnered with BMW and UGA Athletics to rebrand the Mean Machine, a fan-favorite promotional vehicle designed through public submissions in past years. BMW and UGA aimed to highlight more student-led work in the final design. A team of 12 student designers developed three distinct wraps, with fans nationwide voting to select the winning design. This BMW X7 will represent UGA during the 2026–2027 football season.
Representatives from BMW and UGA Athletics met with our team to explain past wraps and models, sharing what worked and what didn’t to inform the new design. From there, we collaborated on mood boards and sketches, developing three concepts: Collegiate, Make Noise, and Beware of Dawg.
From the three concepts, our team split into smaller groups to develop each into refined drafts. I collaborated with two classmates to develop the Collegiate concept.
The collegiate car is inspired by UGA Athletics social media, using bold typography, strong hierarchy, and dynamic color to create an engaging, recognizable design. Familiar elements were incorporated to resonate with fans and encourage interaction.
We incorporated interactive elements to boost engagement, including a promotional feature where athletes and coaches can sign the car’s hood, along with hidden Easter eggs for UGA Athletics fans to discover.
OTHER FINAL CONCEPTS
This was an incredible opportunity, and I felt my work improve significantly as this semester went on. The biggest challenge was self-perseverance and maintaining confidence throughout the process. As a young student, it’s easy to second-guess yourself and feel unprepared for a challenge, especially with the potential for thousands to see your work.
I loved working collaboratively, and I thoroughly enjoyed how well this group of designers worked well together. I felt comfortable enough to try harder tasks, present to the clients more, and experiment. I wasn't afraid to fail or throw out bad ideas, and I think thats what made this such a beneficial and wonderful project. Earlier in the year, I was unable to express fully when I didn't know how to do something, and that inability to be fully transparent slowed my progress down. I learned that even though it's terrifying, you have to dive into the deep end and be yourself. At the end of this project, I am so proud of what I created, and I am proud of what our class created together.
