Challenge

Turner Motorsport needed a consistent advertising presence in Roundel Magazine to connect with BMW enthusiasts nationwide. The challenge was to evolve the creative direction over a number of years while keeping a consistent brand voice.

Solution

I designed two years’ worth of single page magazine advertisements, adapting to the directives of different brand managers. Early campaigns emphasized Turner’s identity and legacy in BMW tuning, while later ads highlighted racing involvement and showcased product offerings. Each design balanced bold visuals of relatable BMWs with clear messaging tailored to the magazine’s enthusiast readers.

Result

The evolving campaign strengthened Turner Motorsport’s visibility and aligned the brand with its target audience. By shifting seamlessly from brand marketing to product-focused storytelling, the ads reinforced Turner’s dual role as both a racing powerhouse and a trusted source for BMW performance parts.