Harley-Davidson MotorClothes Project: D2C Create seasonal softgoods guide by generating concept, and look & feel for new product introduction
Industry: Motorcycle
Audience: Core, enthusiasts, and beginner riders

Harley-Davidson MotorClothes aimed to connect with younger and suburban audiences by evolving perceptions of exclusivity. The initiative positioned the brand as more accessible and forward-looking, integrating technology and digital touchpoints to modernize expression while maintaining heritage and reinforcing lifestyle connection beyond traditional rider communities. Context • Establish a unified concept driving catalog storytelling direction for the season.
• Define a consistent editorial tone across all product narratives.
• Build a layered system highlighting product technology and features.
• Lighten brand tone to increase accessibility and approachability.
• Deliver a complete seasonal guide showcasing the latest products. Criteria

Creative Strategy Harley’s bravado often felt out of reach for younger suburban riders, creating opportunity for a more technology-driven narrative: Harley's Talledagea Testing facility.

Copy Tone Identity Design Writer Tom Witkowski developed storytelling celebrating Harley-Davidson’s spirit while highlighting MotorClothes innovation, blending emotion with technical credibility.

Photography Tiers In collaboration with photographer Jon Gipe, images were organized into four tiers, forming a system connecting rider, product, environment.

Iconography System Developed an iconography library highlighting product features and reinforcing technology-driven positioning, enabling quick understanding across channels.

Layout Organization Designed section dividers spotlighting key products through on-figure and seamless photography, creating clear transitions across collections.

Feature Product Spread Feature spreads gave underperforming products hero moments, creating visual cadence while balancing storytelling with clear product emphasis.

Seasonal Guide Engagement Applications The completed seasonal guide unified storytelling, product information, and technical features into a cohesive experience designed for retail and brand engagement.

The campaign reignited interest among younger audiences, strengthened Harley’s reputation for innovation, and reframed the brand as both aspirational and accessible—bridging the gap between legacy riders and the next generation.

Need an angle to straighten things out?