The BMW “My Car is Born” feature is an extension of the BMWConnected phone app and available for BMW customers that special order a new vehicle. The pain point that this feature solves is that when a customer places a special order vehicle they had to sit and wait 6 or so months with very little insight as to the progress of their order. Our job was to design an experience that integrated with the BMWconnected visual language and deliver the same quality of marketing communications that BMW customers have come to expect. This was a challenge because the onBoard visual language and the market visual language differ quite a bit from each other. The 2 had to be married within a single experience.