Harley-Davidson’s Gear and Apparel catalog is over 400 pages. The H-D dealers use the book (and pdf) as both an information guide for staff and a sales tool for customers — but the previous editions didn’t motivate either audience. We pitched the project and won by showing how the catalog can invite the reader into the brand, define the intent of each of Harley’s five collections, and organize the merchandise in clean, easy-to-follow pagination. We worked with some of the best fashion and motorcycle shooters to bring life and style to the lifestyle, while illustrating product benefits with intuitive graphics. The result was the best-performing catalog Harley has ever offered its dealers.
Credits: Laura Rogers, Jo Shoesmith, Mike O’Connell, Al Majewski, Jeff Warner, Darlene Hawver, Tom Helland, Shayna Lickfold, Kyle Strace, Jake Kidd, Nick Karebian, Hugh Broder, Erica Saad, Rennie Solis, Matthew Jones, Patrick and Marlyne Curtet