Manual
LiveWire Brand Book
LiveWire Brand Book
LiveWire Brand Book
Building on our brand work with LiveWire, we were commissioned to write, edit, design, and art direct a brand book that was distributed internally to help inspire and unify their teams.
We approached the project more like a magazine than a traditional brand book, editing and designing the artifact to tell emotive stories of experience, design, and mindset.
We wanted to capture the spirit of Livewire—an emotion, feeling. A vibe. The book would still convey the more logistical elements of the brand architecture, but it was imperative to convey an emotion that captured the essence of the brand. We wanted the brand book to be as radical as Livewire's approach to company culture, product development, and community building.
To accomplish this, we viewed the brand book as a magazine—we split it into sections, some more informative, some more emotive. This brand book is intended to empower and inspire employees—from the team who was there at the start to the latest talent contributing to the Livewire movement. The final result is the opposite of an employee manual. It's a compass to navigate the brand's soul.
Riding a LiveWire motorcycle is a sensorial experience that allows one to take in their surroundings—feeling more connected to their environment than a traditional motorcycle experience. To capture this, we commissioned photographer Arsenii Vaselenko to embark on a road trip with LiveWire riders to document the vistas and the 'small fleeting moments' that a rider experiences as they move between natural and urban settings.
Tucked into the end of the brand book are a set of four small 'art prints' depicting mini-scenes, artfully illustrated by Owen D. Pomery.
