keeping the story of Harley-Davidson's smart layer system as simple as 1-2-3


Graphic showing the Harley-
Davidson FL3X layering system

creating a visual language and assets for effective storytelling across all media

The Harley-Davidson brand team realized that they had a story on their hands that needed telling: They had created a smart system featuring three layers of innovative apparel for riders designed to work together for maximum protection and comfort. They asked us to help develop the key messaging for the system and each layer, plus plan and create all assets needed to tell the story online, in store, and beyond.
Computer with showing featuring H-D FL3X
Visual of featuring H-D FL3X
Image of woman wearing motorcycle helmet putting on Harley-Davidson FL3X jacket
Technical graphics for the Harley-Davidson FL3X layering system

developing a framework of modular assets

Working with the brand team, we developed the visual language for the H-D FL3X system including photographic style, illustrations, icons, and applied it to the Harley-Davidson website, a demo video, retail POS, and product hang tag design. We art directed the photography and video shoot, created the final illustrations and icons in-house, and delivered all finished assets to the Harley-Davidson team for internal distribution for a variety of applications.
Harley-Davidson FL3X product graphic
Graphic showing product card illustration of Harley-Davidson FL3X layering system
Graphic showing Harley-Davidson product booklet and card for H-D FL3X

Project Scope

Messaging & Content
Creative / Art Direction
Integrated Campaign
Print & Packaging
Retail & POS
Video / Motion Graphics
Web / Mobile