We reimagined Harley Davidson for a new generation by transforming it into a symbol of "Full-Throttle Wellness," blending iconic heritage with a modern, transformative experience.
Harley Davidson is an American Icon. But despite its iconic status ,it wasn’t doing so hot. Its core riders were aging-out, sales were down and riding just wasn’t as popular as it once was.
We had a unique challenge: make riding relevant again, for a new generation.
We started with a simple truth—when you’re on a Harley, the world seems to melt away. It’s transformative. And in a world with ever-increasing demands, riding can deliver the physical, emotional, mental and maybe even spiritual benefits people are craving (we even have the science to back it up). With that a new philosophy was born: Full-Throttle Wellness.
We debuted with a new minimal-identity, a modern distillation of the well-known heritage logo to appeal to traditionalist and new riders alike.
Then we evolved our visual language to represent the experience of riding, from blurred landscapes to gritty depictions of the sights and sounds you experience on a ride. Enlisting the talent of acclaimed photographers, with unique points of view we create a library of contemporary images.
Our new philosophy, visual language and simplified identity system began to permeate every facet of the brand. Across film, print, digital, OOH, social, and events we evolved our tone of voice and personality to shift away from telling stories about products to stories about people.
From the bottom up, everything became about Full-Throttle Wellness: It’s a unique and radical form of self-improvement, but without the new-agey stuff.
Because at the end of the day, it’s not about what the bike can do, but what the bike can do for you.
Directors: Ringan Ledwidge, Elena Petitti di Roreto, Jared Albertin.
Photographers: Christian Webber, Magdalena Wosinska, Jack Davison, Alex De Mora