Designing Harley-Davidson's Electric Future
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Team: Anna Hart, Jake Rinn, Joyia Squires
My Role: Remote project management, research, concept, visual identity design |
Brief. Design a retail space for Harley-Davidson’s electric bikes for a new younger audience that focuses on the urban, female rider.
Deliverables. A pitch deck to be presented to the creative director of Harley-Davidson. Include research, floorplan, visual identity, materials board, mission statement, and 3 rendered sketches from different angles of the space, interior and exterior views. |
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The Rebel Archetype.
Harley-Davidson's brand represents the classic rebel archetype. Our team agreed that it was essential to maintain this stance and reinvent it for a younger audience. |
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Visual Identity
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Direction 1. Inspired by wheat paste street art and a cool, mysterious vibe. Cryptic and artistic images of people on their commute would give hints to the Showroom's opening event.
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Direction 2. Inspired by 90s punk posters, news of the Showroom's opening event would be plastered all over the city with low-cost colored paper with bold graphics.
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What kind of rebel are you? Moving forward with Direction 2, we developed 3 personas to encompass the rebels of our generation.
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THE ACTIVIST
Passionate and driven people on the front lines protesting and demanding change. 
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The thinking behind the visuals. From these personas, I developed the visual language of the event.
Collage was for the Activist, alluding to hand-made protest posters. Its message is a blunt demand. For the Artist, I opted for a tattoo-like illustration style with an impactful visual paired with an observational statement. The Disruptor was depicted with bold shapes and pencil sketches, in reference to big decisions and thoughtful processes. Its message proposes a solution. We printed the posters and pasted them to a wall to mock up their combined visual effect. I included lightning bolt-shaped tread marks in each concept to unify them, and I minimized the Harley-Davidson logo to keep the event mysterious. |
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Other touchpoints. I also designed social media countdown graphics and informative zines for the event, emphasizing the climate crisis and the need to switch to electric bikes. These would all come together in the Showroom itself.
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