Harley-Davidson
A 3-year global brand story for a new age of freedom and rebellion.
THE CHALLENGE
Positioning Harley for the modern age.
For decades Harley-Davidson has been the ultimate symbol of rebellion. Over that time there was “the system” and “the man.” Hindrances to personal freedom that were perfect targets for rebellion.
THE INSIGHT
There’s no point rebelling if we can’t be heard.
Today originality is celebrated, not suppressed. We’re free to say what we want, but so is everyone else. There’s no point in rebelling if we can’t be heard. And in today’s social media age, it’s easy to be drowned out by the din of a billion other voices.
THE IDEA
Fueling Personal Freedom
Harley-Davidson uniquely allows you to cut through today’s sea of personal expression with the world’s most powerful megaphone. Throw a leg over and prepare to be heard.
This central idea became the basis for a 3-year global brand story that was then extended to include distinct personas for each bike in the brand’s product portfolio, showing how each uniquely advances the brand story.
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