Harley-Davidson
Illustrator & Graphic Designer
Challenge: Create compelling illustrations and apparel designs that honor Harley-Davidson's iconic brand heritage while capturing the rebellious spirit that resonates with diverse rider communities from weekend enthusiasts to lifelong devotees.
Solution: Developed illustrations, graphics and designs that captured the authentic grit and freedom associated with Harley-Davidson, ensuring every visual reinforced the brand's core values of independence, craftsmanship, and American heritage.
Art Direction, Graphic Design, Branding, Typography, Hand Lettering, Color Theory, Illustration, Separations and Production, Tech Packs
The Creative Process
1. CONCEPT & IDEATION
Deep-dive research into motorcycle culture and brand heritage
Personality driven aesthetic concept development targeting key rider demographics
Collaborative brainstorming sessions to ensure authentic brand voice
2. ILLUSTRATION DEVELOPMENT
Hand-sketched initial concepts to capture organic, authentic feel
Physical inking, hand lettering, and digital rendering to achieve production-ready artwork
Strategic use of texturizing and weathering effects to evoke craftsmanship
3. COLOR & SEPARATIONS
Developed limited color palettes to maximize print capabilities
Created screen-printing separations optimized for apparel production
Ensured color consistency across various fabric types and treatments
4. PRODUCTION OPTIMIZATION
Collaborated with production teams to ensure design feasibility
Refined artwork for various printing methods and material constraints
Quality control through sampling and approval processes
The Execution
Brand Alignment:
Delivered cohesive illustrations, graphics and designs using Harley’s legendary brand harmoniously across t-shirts, tank tops, hoodies, and accessories while maintaining individual visual strength.
Technical Excellence:
Every illustration was crafted with production in mind—from screen-printing separations to color limitations—ensuring the final product delivered on the brand promise.
Authentic Storytelling:
Each graphic told a piece of the Harley story, whether celebrating the open road, honoring craftsmanship, or capturing the brotherhood of riding culture.
