Street Noise
Fall 2024 | 10 Weeks
Brand Strategy & Campaign Design
The Brief
Identify a key insight and apply it to evolve Harley-Davidson for a new generation, balancing innovation with the brand’s heritage.
The Insight
Young motorcycle enthusiasts seek excitement and individuality through machines that are built to reflect their unique personalities and preferences.
The Idea
Harley-Davidson can reach younger riders by launching a new sport motorcycle backed by “Street Noise,” a campaign built around urban energy, individuality, and bold self expression.
PROBLEM
Harley Davidson has become more than just a motorcycle brand—it seeks to be a symbol of freedom, adventure, and the American spirit.
Yet, as the world changes, even icons must adapt — or risk being left behind.
Business Problem
Harley-Davidson, the American motorcycle and lifestyle brand continues to lose revenue as its retail and global sales decrease YOY.
Consumer Problem
Younger motorcycle riders view Harley-Davidson as a brand that struggles to develop a forward thinking, relevant personality, instead remaining tied to an outdated 'boomer' consumer personality.
DIRECTION
Position the brand as a top choice for younger motorcycle enthusiasts by delivering innovative motorcycles that reflect individual personalities while shifting the values of the brand.
01
INNOVATION
02
THRILL FACTOR
03
TONE & PERSONALITY
INSIGHT
Young motorcycle enthusiasts seek excitement and individuality through machines that are built to reflect their unique personalities and preferences.
MEGAN
THE STALLION
CHARLI
XCX
carpenter
Sabrina
THE
WEEKnD
MESSAGE
The Street Noise Campaign’s effectiveness manifests in two key ways. First, it paints a vivid picture and capitalizes on the existing cultural significance of loud motorcycles running down the street -- street noise. Then, it also introduces a new connection between influential pop culture music artists such as Megan the Stallion, Charli XCX, Sabrina Carpenter, and The Weekend.
From music videos to stage performances, these partnerships would position the motorcycle as a symbol of individuality, inclusivity, and modern badassery. By embedding the bike into diverse narratives, Harley-Davidson could showcase its relevance to a wide audience, proving that every rider can find their unique connection to the freedom and excitement of motorcycling. This is the second manifestation of the potential of the campaign.
With “Street Noise,” Harley-Davidson would not only launch a motorcycle but also amplify a movement that redefines its legacy for a new generation.
RECORDED
PRESENTATION
FULL PROJECT DECK
SKILLS
Research
Secondary Research and Industry Analysis
Surveying and Primary Research
Competitor Analysis
Creative Direction
Team Management
Design Direction and Lead
Pitch Deck and Document Design
TEAM
Credits
Jack Coleman: Strategy, Management
Kayla Tang: Research, Strategy, & Design
Camila Ayala: Research, Strategy & Design
Andrew Lamm: Research & Strategy
