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. The goals of this piece were to introduce the new collections to the dealers and to step up the design and inspirational aspect, while maintaining the integrity as a product reference guide.
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 can 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 meant to be 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 different 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 this was not the concept selected for the 2017 Black Label catalogs, I still played a large part in the layout and production of the catalogs, and can provide samples of that upon request.