Western Power Sports
Highway 21
Highway 21 is a ten year old motorcycle apparel brand that prides themselves in being "enthusiasts of two wheels" and craftspeople that combine innovative technology with timeless style.
Roles:
Creative Direction
Graphic Design
Social Media Management
The Problem:
The Objective:
The Solution:
Branding inconsistencies across catalog, web, product and marketing departments.
Build visual and written standards.
Present standards cross-departmentally.
The Approach:
Phase 01: Audit
Audit existing assets for familiarization.
Phase 04: Document
Document assets for consistency.
Phase 02: Research
Research market and possible directions.
Phase 05: Design
Develop campaign assets to present.
Phase 03: Test
Test designs for scalability.
Phase 06: Implement
Send assets to departments for dispersal.
Typography Solution:
While there was a consistent font used up to this point, it was outdated and often inconsistent across departments. As we worked toward a modern/craftsperson visual aesthetic, we ultimately replaced Big Noodle Titling as the sole font. We implemented Gin as the header type overall, Acumin Variable for technical writing, and implemented Impact Label for smaller body copy. The use of Impact Label, in the development of stylized assets, lives atop label maker style graphics to reference 80's punk rock posters and push the envelope in referencing the "hand-built" aesthetic.
Color Solution:
Being a motorcycle builder's brand, color was an area we needed to get creative with. We chose to pair monochromatic grayscale colors with a sort of Sienna for colorful hits. We found this pairing helped paint the vintage look and feel we were after.
Testing and Documenting:
With the foundation to the system in place we set out testing and documenting usages that worked for a variety of applications and began implementing within print and digital ads, as well as the company's catalog.
Honing The Craft Event
With the launch of new product and cinematic homage to the life of the Highway 21 brand
I communicated with product, photography, design and sales departments to build and direct both visual and written communications. These designs were then implemented across various publications and news outlets.
