Harley-Davidson MotorClothes
Fashion B2C Seasonal Campaign
Creative Strategy / Identity Design
Harley-Davidson MotorClothes sought to connect with younger and suburban audiences while overcoming perceptions of exclusivity and bringing technology to the forefront.
Creative Strategy
Concept Development
Harley’s bravado has often felt out of reach for suburban and younger riders, creating a need to reframe the brand’s attitude through a more accessible lens. By centering the campaign within Harley’s testing facility, we created an exclusive, technology-driven backdrop that revealed the innovation behind the gear while delivering a powerful, story-led experience.
Identity Design
Theme & Voice
Our writer, Tom Witkowski, developed storytelling that celebrated Harley-Davidson’s authentic spirit while highlighting the engineering innovation behind the new MotorClothes season—merging emotional connection with technical credibility.
Photography Tiers
In collaboration with photographer Jon Gipe, we organized the images by level into four tiers—On-Figure, Theme, Product-in-Context, and still life—each designed to tell a cohesive visual story. Together, these tiers balanced lifestyle and technical imagery, connecting the rider, the product, and the environment in one unified brand experience.
Features Iconography System
We developed an iconography library to easily identify specific product features and reinforce the technology behind the new season of products. Each icon was designed for clarity and consistency, helping riders quickly understand performance benefits at a glance across all marketing and retail materials.
Layout Organization
To give prominence to each product category, we designed section dividers that spotlighted key items through a balance of on-figure and white seamless photography. This approach created clear visual breaks while maintaining a cohesive flow, guiding the viewer naturally through each collection.
Feature Product Spread
This spread gives underperforming units a hero moment, giving them space to stand out with clarity and impact. These focused spreads create a visual cadence throughout the piece, balancing storytelling with clear product emphasis.
