OVERVIEW

We were tasked to develop and launch a lifestyle subsidiary brand owned exclusively by Harley Davidson. This new brand was poised to appeal to a younger, fashion-forward, and culturally engaged audience outside of the core H-D demographic. 

To make this new direction come to life, we worked across various internal H-D teams (experiential, social media, PR, digital) and executed an overhaul across various projects. This included the production of an International Trade Show in three markets (Paris, Singapore, Miami) with a unique fashion show experience, a first-of-its-kind trade show booth experience that toured nationwide, Airstream Mobile Pop Up Pilot Program with research & development into scaling to global locations (Europe & APAC), and creative design for 2020 experiential assets including unconventional OOH media placements turned into experiences.