Manual
LiveWire
LiveWire
LiveWire
How do you energize a new generation of Harley riders?
A Harley-Davidson isn’t just a mode of transportation; it’s a way of life. Ask virtually any serious biker, and they wax poetic about the moment they fell in love with America’s most iconic motorcycle. It’s this passion and hardcore group of two-wheel fanatics that’s transformed Harley-Davidson into the cult brand it is today—one that both captivates and intimidates the new or novice rider. Enter LiveWire. An innovative electric motorcycle brand. A bike born of the same Harley heritage, only without the same throaty presence—a new type of experience for an entirely new type of rider. Long story short, LiveWire represented the perfect opportunity to expand the H-D audience and increase market share. This meant one thing, not only did we need to bring the joy of motorcycles to the mainstream, we had to help bridge Harley’s past with this fledgling brand’s future. We had to prove a bike with no sound can still have a soul.
Our approach:
Avoid the “electric” tropes.
Sure, LiveWire motorcycles don’t use fossil fuels and have zero emissions, but at this point, people are well versed in the benefits of going electric. No need to bombard them with the lightning bolts and green leaf icons.
Make it about the joyride.
Electric vehicle technology is always showcased in a cold and functional manner. We wanted to warm it up, to humanize it, and to give it a soul. After all, motorcycles are about speed, freedom, and the thrill of having the wind in your face.
Highlight the beauty of engineering.
This isn’t just a performance bike; it’s also a masterpiece of design. By accentuating the physical features, technical precision, and careful attention to mechanical detail, we give both new and seasoned riders alike something to lust after.
Show the outlet for escape.
We all long for adventure, whatever form that might take. Whether a congested cityscape or a distant coastal road, it’s the romantic context that sparks the rider’s imagination and gets them daydreaming about a LiveWire bike.
The LiveWire mark takes the form of a ‘LW’ monogram, subtly echoing the stripes and arrows of city streets and crosswalks, while conveying the feeling of speed and dynamic movement.
A family of contemporary typefaces and abstract motion patterns come together to convey a sense of technicality, speed, and simplicity.
Lifestyle photography and video introduces warm tones and hues, along with natural blurs and lens flares to help capture the visceral experience of jetting along on a LiveWire bike.
Visual settings demonstrate the duality of the rider experience—the fast paced excitement of the city and the serenity of a green, wooded landscape.
In studio photography heroes the motorcycle as sculptural object, helping to underscore the viewer is looking at a masterpiece of engineering and design.
