Marketing and Advertisement, Publication,
and Promotional Design.
To establish an updated look and feel to marketing and promotional material in line with the brand values and goals. Highway 21 is a brand that takes pride in being two-wheel enthusiasts. Their mission is to provide high quality gear for motorcycle riders, designed by motorcycle riders. My goal was to redesign the new digital and print ads for the ‘21-’22 season, as well as translate the dedication, craftsmanship, and regional pride on to other marketing and promotional materials.
The initial idea was to create a topographic design based on an actual stretch of the iconic highway 21 in Idaho; a scenic byway known for the twisty high elevation turns and mountain scenery in the heart of Idaho. Being the namesake for the brand, we thought this was a meaningful way to showcase some of the ideals behind Highway 21. This was all about the freedom to roam, the will to explore and push boundaries, as well as the push to create quality products that hold up to the highways they are used on.
Tying into the topographic theme we had established; several promo items were created for various events held throughout the year. Sticking to the Idaho theme I created the sticker and the alternative badge design for the engraved tumbler.
The yearly Highway 21 product catalog played a big role in updating the look and feel of the brand. Working with the catalog design team, I was able to design the front and back cover as well as provide some of the design assets and feedback for the pages inside.
For the ‘22 ad campaign we took a different direction. Using frames and a grainy film look, the outcome was meant to represent the DIY spirit in the target demographic. Going for a high-end vintage feel and incorporating the product designer’s “Riders In Pursuit” slogan, the ads aimed to capture the spirit of the open road as well as a shoutout to the personal touches and craftsmanship of the brand.
