LiveWire by Harley Davidison
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 also 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.
DESIGNED AT MANUAL (2021)
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.
Highlight the beauty of engineering
Electric vehicle technology is always showcased in a cold and functional manner. We wanted to warm it up, to humanize it...to give it a soul. After all, motorcycles are about speed, freedom, and the thrill of having the wind in your face.
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.
GRAPHIC language
A family of contemporary typefaces and abstract motion patterns come together to convey a sense of technicality, speed, and simplicity.
ART DIRECTION
Lifestyle photography and video introduces warm tones and hues, along with natural blurs and lens flares to help capture the 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.
DESIGN CREDITS
Agency: Manual
Creative Director: Tom Crabtree
Art Director: Tanner Irwin
Art Director: Guy Hulse
COLLABORATORS & CREDITS
Outdoor Photography: Trashhand, Emiliano Granado
Motion Graphics: Jason Yuan, Sander Van Dijk
PROJECT ROLE