Harley created the Dark Custom bike line to attract a younger, new audience to the brand. They offer several models with special trim, colour ways, and accessories in the hopes of speaking to this audience.
However, the brand communication has always been fragmented and too retail focused. The solution was to work with Harley to build and curate a responsive publishing platform centred around lifestyle and culture to embrace and introduce the audience to what Harley is all about.
We teamed with influential builders, riders, and film makers to create and curate content that would engage the audience with the brand.