The given prompt for this project was to create branding for Harley Davidson's new electric motorcycle, Livewire, and to create an engaging advertising strategy. The prompt also highlighted the need to attract Millennials, a demographic Harley has struggled with in the past. As the creative director for this group project, I created a style guide to inform the direction of each element. We chose to forego the usual hard, slick artwork of Harley's past and introduce a more graphic and loose style. The style is more appealing to Millennials while keeping the grit, subject matter, and overall air and philosophy of "freedom" that connects to Harley's current fan base.

Given that Harley's main mode of advertising is word-of-mouth, we chose a strategy that uses social media, experiential pieces, and attractive apparel. The resulting campaign is something that feels exciting to both Harley's existing fanbase and its targeted younger audience.

The following is my share of the branding work.