Harley-Davidson
CRM (North America & Canada)
Brand Promise: The timeless pursuit of adventure. Freedom for the soul.
Challenge: Harley-Davidson’s marketing captured the lifestyle—but its CRM communications defaulted to product-driven messaging, creating a disconnect.
Insight: A true lifestyle brand shows up consistently across every touchpoint—not just in campaigns.
Solution: We overhauled the email ecosystem to reflect the Harley-Davidson experience.
Through audience segmentation—non-riders, riders, enthusiasts, and aspiring riders—we delivered more personalized, journey-based messaging. From onboarding to membership, we replaced irrelevant, repetitive offers with meaningful, lifestyle-driven content.
Figma Scalable Brand System
A flexible, scalable brand system was built in Figma designed to ensure consistency across every touchpoint—without slowing down the process.
The system centralized typography, color, layout rules, and component behaviors into a single source of truth. Modular templates and auto-layout components allowed teams to quickly create on-brand assets across social, CRM, display, and web.
By balancing structure with flexibility, the system enabled faster production, reduced inconsistencies, and made it easy to scale creative across channels and markets.
