Bimma
Williams

The Voice
of Collabs

Bimma Williams is a Collab Marketing Educator recognized by HYPEBEAST as The Voice of Collabs. With over a decade of experience, he has helped brands like Nike, Yeezy, Adidas, and Saucony generate $1.5 billion+ in revenue through strategic collaborations. He is an inspiration to work with. From creating microsites to thinking through all the different visual ways he can communicate with his audiences, we've been to help articulate his creative vision.

Brand Identity, web design, social content

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The Bimma logotype draws loose inspiration from the iconic BMW M3—a fitting choice, given the name and Bimma's interest in Bimmers. For all type-related elements, we chose Helvetica Now, a modern evolution of Helvetica designed by Monotype. This choice serves as a subtle nod to the original BMW typeface, though not in an obvious way. The intention was to give the brand the flexibility to adapt to anything.

TYPE + IMAGE EXPLORATIONS

COLLAB LAB

Beyond just working on the Bimma brand, we had to consider how things could build into sub-brands like the Collab Lab. In addition to the logotype and mark, we helped add some flavor to social.

ABOUT THE DESIGN

A solid sneaker collab is part art, part science. So when it came to designing the Collab Lab logo, we went with a conical flask as the hero. Why? For starters, the triangle is one of the strongest shapes out there—stable, iconic, and instantly recognizable. It’s not what you’d expect in the sneaker world, and that’s exactly the point. The flask can be an ownable symbol for experimentation—a vessel for whatever mixture of ideas you throw in. There’s a bit of nostalgia in the mix too, pulling inspo from The Nutty Professor. Plus, it’s a mark that can evolve, shift, and live across all kinds of mediums.

Promotional poster for the first stop on the Collab Lab campaign was inspired by Honey I Shrunk the Kids. One of the best movies nobody ever talks about.