Harley-Davidson is a symbol of American ingenuity. Their brand is not just an identity, it is a rebellious culture of freedom and adventure. Striving to strike a balance between tradition and innovation they’ve carefully applied significant brand –and brand culture – updates in recent years.
I’ve had the pleasure of helping them apply this revamped identity to their email marketing channel. Building on data, very basic brand guidelines and email best practices, we were able to create a visual system that is both cohesive and varied–every email is different, but every email is unmistakably “Harley.” I have designed everything from multi-touch triggered campaigns to newsletters and promotionals to holiday campaigns for Harley-Davidson–producing award-winning results.
Sr. Designer: Veronica Presley
Creative Direction: Nick Cantu
Copy writing: Jack Clemens
We created a series of bold, eye-catching emails that showcased a fresh look, and highlighted the Harley-Davidson lifestyle with data-informed precision. See fully interactive emails and write up here.
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I chatted with some email experts including Chad White, author of Email Marketing Rules, about the pros and cons of gif use in email from the perspective of design, accessibility and functionality . Read the full post here.