For over 120 years, Harley-Davidson has been one of the most iconic and recognizable brands in the world. Their unapologetic commitment to perfection reaches far beyond bikes. They enlisted DBM’s help to launch a new product line – Harley-Davidson Eyewear. As the only eyewear on the market today branded with the unmistakable Harley-Davidson logo, the eyewear technology had to match the core brand essence. Harley-Davidson has a deep history of innovation and the eyewear products were developed with the same no-nonsense, purpose-driven approach. They were built to PERFORM. The target audience is the Harley-Davidson traditionalist, so authenticity was crucial. There is only one Harley-Davidson brand so setting a tone and overall image for the eyewear line that would tap into brand loyalty was key. The initial rollout targeted online and dealership showrooms only. By defining an integrated marketing strategy and a tailored approach to advertising and messaging, we produced sales support materials and out-of-home creative. Our work laid a strong foundation for Harley-Davidson Eyewear to build upon with future campaign roll-outs.
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Full-Line Brochure
Full-Line Brochure (Interior Pages)
Full-Line Brochure (Interior Pages)
Spec / Sell Sheets
Tradeshow & OOH Signage
Tradeshow & OOH Signage