“What’s that coming down the track?”
The Mean Machine in red and black. This one, however, is driven by the creativity of students at the University of Georgia.
Since 2021, the BMW Mean Machine, a custom-wrapped BMW that embodies the iconic energy of Bulldog Nation, has been a staple of game days and campus culture in Athens. This year, for the first time, students in the Layton Design Studio at the Franklin College of Arts and Sciences’ Lamar Dodd School of Art were tasked with designing the spirited vehicle, which will be showcased throughout Athens and at UGA home football games during the 2026 season.
During the spring 2026 semester, the class of 12 students worked directly with BMW and UGA stakeholders in response to a professional design brief to develop three unique vehicle wraps that transform the car manufacturer’s iconic “Ultimate Driving Machine” into the ultimate Mean Machine. Inspired by Georgia’s football legacy, aggressive tenacity and the roar of the crowd at Sanford Stadium, the students designed three distinct concepts: Collegiate, which captures the traditions and energy of game day; Beware of Dawg, which channels the fierce, relentless spirit of the legendary Junkyard Dawgs; and Make Noise, a tribute to the seismic roar of Sanford Stadium.
“Designing for a collaboration between UGA Athletics and BMW was an incredible opportunity,” said Lior Orlinsky, a spring 2026 graduate. “Working with such an iconic global brand brought a real sense of responsibility, but our team’s creativity and ability to think strategically allowed us to build on each other’s ideas and create something we were all proud of.”
All three designs were put to a monthlong public vote beginning July 1, with Beware of Dawg ultimately emerging as the winning concept. The fan-favorite livery debuted in front of the Zell B. Miller Learning Center during UGA’s opening home game on Sept. 5 against Tennessee State. The display allowed the class to showcase their work to more than 90,000 game attendees and football fans.
“Our collaboration with the Layton Design Studio was everything that we had hoped to get out of it and more,” said Curtis Snyder, BMW of North America regional marketing manager. “We were impressed by how quickly the students took complete ownership of the project, and their passion for the university was evident. Partnering with them was a highly rewarding experience, and our team would jump at the chance to work with UGA students again.”
The collaboration between the Lamar Dodd School of Art, BMW and the University of Georgia Athletic Association highlights the value of industry partnerships in connecting higher education, design, branding, athletics and community engagement. Through the Mean Machine project, graphic design students worked directly with real-world clients, navigated professional design workflows and gained hands-on experience in project management and creative production. As the Layton Design Studio’s most noteworthy collaboration to date, the initiative gave students valuable portfolio-building opportunities and the chance to showcase their work on one of the university’s most visible public stages — game day.
“The BMW Mean Machine is a perfect example of a client partnership that empowers our students to apply what they’ve learned in the classroom to a real, high-profile project they can be proud of,” said Lindsey Camelio, director of the Layton Design Studio. “The Layton Design Studio is modeled after professional design agencies where teamwork is central to the process, and students learn to advocate for the best ideas without ego. Real-world projects like this help our graphic design majors build technical skills while also developing the confidence and communication skills they’ll need after they graduate.”