About:
In 2021, an ambitious project was initiated by two iconic brands aiming to forge a partnership to craft unparalleled motorcycle audio experiences. This partnership has continued until current day and we have continued to push the envelope of what motorcycle audio should sound like as well as the creative efforts.
In the initial meetings it was important to define the conditions of success.
1: Brand - We needed to develop a mutual strategic partnership.
2: Consumer - Showcase a unique value to the consumer with consistent, 360-degree approach.
3: Products and Services - Deliver a best-in-class motorcycle audio to our mutual consumers: Harley-Davidson Audio powered by Rockford Fosgate.
4: Retail - Engage the consumer with an opportunity to demo the product on a motorcycle with Audio App as a key component of sales process.
We then moved into pre-launch and defined the creative efforts and what needed to be created to support our conditions of success.
+ Co-Branded Logo
+ Tagline for Campaign
+ Brand Guidelines
+ Display Program
+ Product Photography
+ Lifestyle Photography
+ Consumer Facing Copy
+ Installation Videos
+ Lifestyle Videos
+ Display Videos
+ 3D Renders / Artwork
Our inaugural task involved conceptualizing the campaign tagline, recognizing its pivotal role as the cornerstone of our creative rollout. The resounding roar of a Harley-Davidson motorcycle embodies legendary sound, while Rockford Fosgate audio boasts its own esteemed legacy. Despite their distinctive sonic profiles, their synergy strikes a resonant chord. Thus, "Legendary Sound" emerged as our guiding principle. Since its inception, my team and I have spearheaded the creative journey, consistently delivering groundbreaking consumer-facing content with each subsequent product launch.
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Role:
Creative Director + Copywriting + Logo Design + Slogan Creation.
Results:
Over 50 pieces of content were created, all of which were internationally dispersed by Harley-Davidson and Rockford Fosgate. Sales grew year over year from initial launch, which were a direct response from a strategic creative and marketing, as well as proper alignment in the motorcycle and audio markets.
One of the first deliverables was to create a slogan to support the partnership. My initial ideas were based on the iconic sounds of each of the brands. “Legendary Sound” was the clear winner. The logo and slogan is now used on all consumer facing assets, from packaging, website, displays and point of sale retail collateral.
I spearheaded both the visual implementation and the development of the verbal brand voice and tone for the partnership campaigns. I also took the lead in crafting the technologies, features, and benefits, along with writing scripts for the product overview videos.
R-Tune®
Equalization is specific to the motorcycle environment, designed from the ground up to be stronger and louder, to overcome road rumble and wind noise. Left and right speakers are desigened to project sound directly at the rider for an enhanced audio experience.
Supercharged Amplification:
This supercharged integrated digital DSP amplifier provides all the audio amplification you are looking for. It delivers better sound quality, no interference or noise, all in a smaller footprint than ever before. With 500 total watts of power, your audio system will deliver that on-road audio experience that is second to none. And superior thermal management its designed to run all day and never run out of power.
M-DEQ®
(Motorcycle Dynamic EQ) Our smart amplifier adaptively changes the EQ points in real time, meaning the tune changes to ensure incredible sound quality no matter the motorcycle speed or riding conditions.
BME®
(Bass Management Enhancement) Designed to produce more bass, no matter the volume. The active DSP continually adapts to speed and road noise and maximizes the speakers’ bass output to create powerful bass at any speed or volume.
Factory Equipped:
True factory audio. Harley-Davidson and Rockford Fosgate worked directly together
to integrate the audio system into the design of the bike. This means no additional installation, no unnecessary wiring, and all direct from the factory connections for flawless audio integration.
H-D App®
Install and fine-tune the system yourself. Smart-Install makes initial installation and upgrades incredibly fast and easy. The App even adapts for each new speaker added to the audio system and tailors the audio experience automatically.
Rider Centric Speakers:
Speakers engineered for the ride and how you ride. We measured rider positioning and designed them specifically so that they are always directly pointed at you.
Making sure the music is heard over the wind, road, and exhaust noise.