Harley‑Davidson Motors — A Unified Product and Brand Design System
Harley‑Davidson Motors For riders who move through the world with intention. Weathered boots, lived‑in denim, a jacket shaped by the road — this is luxury that whispers. Understated. Confident. Real. And for these riders, the road is never long. It’s never long enough.
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A modern evolution rooted in Harley’s iconic legacy and American motorsport culture.
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Big Concepts collaborated directly with Karen Davidson — the founder’s granddaughter and longtime creative steward — to shape the next era of Harley-Davidson apparel. Karen rented the offices directly next to ours in the Fremont Center Building in South Pasadena and moved in her key team so we could work side‑by‑side. For five months, our studios operated as a single creative hub, building the direction that would redefine Harley’s lifestyle presence.
Karen brought an Italian illustrator, Laura, whose model sketches became part of the visual language. Big Concepts led the system architecture those illustrations lived within — the graphics, typography, apparel direction, production logic, and implementation across more than 35 product lines. Together, we created a unified creative system that generated over $7 million in sales at the Los Angeles Sports Show that year, validating Karen’s vision in a male‑dominated leadership environment where apparel and accessories were often treated as a sidebar.
This work took place during a pivotal moment for Harley — the same year the V‑Rod launched, as the company navigated new global regulations and a shifting cultural landscape. Our collaboration helped define the lifestyle expression of Harley-Davidson’s next era, shaping much of what you still see on the road today.
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Deep archival study, era-correct typography, and a disciplined design system built for cross‑department consistency.
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Leading a hand‑selected team of Art Center designers to execute the project across multiple product lines with precision, craft, and creative cohesion.
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A comprehensive creative direction spanning men’s, women’s, seasonal capsules, accessories, and lifestyle collections.
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Hand‑drawn motorsport graphics, heritage lettering, and production‑ready distress logic crafted for real screen printing.
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A unified creative system delivered through a full multi‑media presentation and detailed style sheets for every department — aligning design, production, and merchandising.
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A revitalized apparel direction that honors the brand’s heritage while expanding its lifestyle presence.
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Creative direction, team leadership, system design, apparel graphics, typography, production prep, and cross‑department alignment.
Every piece in this line carries the same intention as the riders who wear it — quiet, lived‑in, built to move. The road shapes the materials, and the materials shape the rider. Nothing here is simple. It’s simply true to them.
Modern Leather Collection
Cinematic silhouettes. Engineered texture. Harley reimagined.
Heritage Collection
Warmth, craft, and the legacy of the open road.
WeatherTech Performance
Precision gear built for the elements.
Desert Emblem Series
Heritage meets horizon — the Harley crest reimagined in light and leather.
Craft is the through‑line.
Every texture tells a story.
Because for riders — and for this brand — the end of anything is always the beginning of something else. A jacket softening is the beginning of its real life. The first crease in the leather is the start of its story.
Foundational Studies
Every collection begins with a conversation in lines and shapes. These sketches capture the first expressions of the Harley silhouette.
