Harley Davidson Campaign

Project Scope

The challenge of this project was to reinterpret Harley-Davidson's bold, rugged identity for a health-focused snack brand. The campaign needed to maintain the brand’s sense of power and freedom while introducing an entirely new product category, beet-based chips. Balancing these contrasting identities required a cohesive visual and conceptual approach that felt authentic rather than forced.

Research

This project was informed by research into insect identification tools, including mobile apps, field guides, and online databases. I analyzed how users currently identify insects and where friction exists, such as difficulty navigating information or interpreting scientific terminology. I also looked at educational platforms to understand how to present scientific content more engagingly and accessibly. These insights guided the app’s focus on simplicity and usability.

Challenge

The primary challenge was extending Harley-Davidson's established identity into a new, unconventional market. The campaign needed to feel believable within the brand’s visual language while appealing to a health conscious audience.