Our team was asked to reimagine the Harley-Davidson website so it appealed to a broader group of motorcycle enthusiasts. Basically, how do we attract new riders who aren’t 65-year-olds with pot bellies, rowdy beards, and flame tattoos.
For our design concept, we tapped into the idea that Harley was, and always will be, about independence. And so the new site should encourage people to define the version of originality, freedom, and rebellion that matches their life.
From customizing a new bike to editorial content to a portal that allowed people to keep track of their time in the saddle, everything was about riding on your own terms.
To try and get the client on board with our vision, we created this animatic to show how the entire experience would look, feel, and flow.