In anticipation of the LiveWire release and in partnership with Droga5, we ushered in a new, more modern look at legacy motorcycle culture, leaning into the sensorial aspects, the mental benefits and the meditative escape of riding.

As moto enthusiasts, this was a dream project that drove massive engagement with new, (younger) audiences.

Beginning with a full reevaluation of the core identity marks, from the iconic bar and shield to the logotype, this direction found its footing on everything from gas tanks to gear. Beyond the corporate identity elements, we oriented the apparel side of Harley to appeal to new audiences as well, shaping the creative direction to something dynamic and emotionally rich.

To launch the campaign, a series of films were developed that too, tapped into the evocations of riding. This along with new merchandising images of the bikes themselves generated a comprehensive look and feel.