HARLEY-DAVIDSON®
MOTORCLOTHES
CATALOG CONCEPTS
Motorclothes Catalog
Harley-Davidson's Motorclothes catalog includes all Harley clothing and riding accessories for the upcoming year. It is used by individual dealership owners when selecting what items they want to sell in their store. While maintaining the integrity as a product reference guide, the goal of this piece was not only to introduce new collections to the dealers but to push the limits on inspirational design.
Concept Rationale
Harley followers are diverse. As individuals, they stand out in style and attitude, and when they come together they are a forced to be reckoned with. This concept showcases the individuality of each collection as well as the synergy they create as Harley Motorclothes.
Patterns distinguish each collection. Each has a unique geometric shape common to those seen on the open road. While they give the collections individuality, the shapes come together to create a powerful force when layered (i.e. the cover). Throughout the pages, lifestyle photos give the viewer a glimpse into the life of Harley’s various followers. Whether it’s the legendary grit of Gas & Oil or the classic style of Traditional, each page evokes the collection’s attitude and connect it to the target consumer. This not only helps the dealer understand the new collections, but helps them determine what styles best match the customers they have in their stores.
Black Label Catalog
Harley's Black Label collection is a sub brand within Motorclothes. Similar to the larger catalog, this is used by dealers as a product reference guide.
Concept Rationale
Black Label customers have a particular passion for the Harley lifestyle. From the mountains of the Northeast, to the urban streets of HongKong, this concept uses these settings to romance the collection. Each intro focuses on a new location, representing all the areas around the world that the Black Label customer calls or aspires to call home. Customer and lifestyle imagery are combined visually through double exposure photography.
While these were not the concepts selected for either of the 2017 catalogs, our agency did secure work on the Black Label catalog and I was able to play a large part in the layout and production of the final product.