keeping the story of Harley-Davidson's smart layer system as simple as 1-2-3
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.
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.
Messaging & Content
Creative / Art Direction
Print & Packaging
Retail & POS
Video / Motion Graphics
Web / Mobile