The OpportunityThe Harley Davidson brand was evolving from skulls and leather to something more contemporary.
Since 1916 Harley Davidson has continuously printed a quarterly magazine for motorcyclists, by motorcyclists. The only problem was that we were preaching to the choir—the magazine was only available to people who already own a Harley. So with the goal of expanding the brand outside of our current fandom, we rebuilt the world’s longest running motorcycle mag from the ground up.
The IdeaLook to Harley’s history for a way to reimagine their magazine for the next generation of riders.
Taking layout queues from the world’s most popular commercial publications and retooling them with HD design, we created a publication that felt approachable to mass markets while feeling unique to our brand. In addition to our existing readership of 750,000 globally, we partnered with strategic brick and mortar brands such as Deus Ex Machina to target new audiences outside of our sphere of influence.
“We believe today The Enthusiast title is more relevant than ever. In a year when so many people have been stuck inside, we passionately believe in inspiring riders and aspiring riders to get out in the world to rediscover adventure through riding.”
— HD CEO Jochen Zeitz
We reimagined the editorial content to be more than just motorcycling stories. The goal was to bring future riders into the fold and share not just the motorcycles we sell, but the travel, adventure, and freedom that comes only on two wheels.
