Telling a powerful brand story, 105 years in the making.

A world-wide symbol of authority.

Design isn’t just about making things look nice. It’s about building a cohesive message. When it comes to Harley-Davidson Police Motorcycles, that message is all about heritage and attitude. As they were celebrating their 105th year, we wanted to bring these key elements of their storied legacy to the forefront of the design.

The heritage was emphasized through the use of historic Harley Police ads from the from the 40s, 50s, 60s and 70s as a recurring design element. These ads were used to build graphic backgrounds behind headlines and highlighted bike features throughout the brochure.

In the photography, we stepped up the attitude factor with high-character urban settings and gritty low saturation coloring. Blur was added in the background to draw in focus on the bikes and the officers, and to create a sense of motion that would help depict the urgent nature of an officer’s job.

The copy received doses of heritage and attitude as well, stating the case in the sort of charming, common sense wisdom you might hear from an old man in a cowboy hat. Playing off the Legacy theme, headlines tied together the ideas of past, present and future, advancing the story as the brochure progressed.