Set The Standard

Indian Motorcycle


Set The Standard

Indian pioneered American motorcycling. It set land speed records, collected racing trophies over a century apart, and hasn’t taken a shortcut in building its motorcycles in over 100 years. So, when the baby boomers who traditionally ride these bikes began to age out of the category, Indian Motorcycle enlisted us to help connect its storied brand to younger generations.

SCOPE — Brand Strategy, Target Audience Definition, Creative Development, Content Production, Social Engagement, Brand Identity, Site Design

RESULTS — Raising the industry standard

  • Significant brand affinity, engagement lifts
  • Despite industry falling 12%, Indian Motorcycle sales up 33%
  • Stole share from #1 competitor Harley-Davidson
A refreshed logo mark, identity system and photography style celebrated and communicated the brand’s rich heritage to younger riders. The new visual look extended across all touchpoints.
We produced the photography that was used throughout the entire campaign, from print to social media assets.