LIVEWIRE BRAND
Since LiveWire electric motorcycles split off from Harley-Davidson in 2021, I’ve directed all consumer-facing content and campaigns globally. I lead a team of graphic, motion, and digital designers, as well as external partners, to ensure all brand touchpoints are unified and cohesive to convey our Soulful by Design positioning. From going public on the New York Stock Exchange as LVWR to launching several new products and collaborations, the LiveWire brand, as seen today, has been primarily due to my direction and resolve.
-
From the inception of this wordmark to the dictation of our primary and secondary color palette, my resolve has guided the evolution and growth of this brand's presence.
-
Differentiating between Brand Marketing and Product marketing is a craft. LiveWire, showcased below, delineates this well, primarily due to my efforts.
-
Launched LiveWire as a publicly traded New York Stock Exchange company in 2022. My team and I created and executed the launch direction and resolve.
-
I’ve defined the red thread connecting all consumer-facing assets for campaigns and launches, ranging from Dotcom to PAID to connected product and social comms. Leaving room for interpretation while maintaining a consistent voice keeps LiveWire content fresh yet consistent.
-
From physical demo events to private parties to digital sweeps, LiveWire’s experiential spaces are consistently authentic and desirable.
LiveWire brand displays life & humanity while immersing you in new discoveries
BRAND
Livewire Brand identity development
With the help of an external partner, Manual Creative, we developed a brand identity as a starting point for our ever-evolving and maturing brand ecosystem. When you start shooting assets toward product positioning and campaign intent, they gain very thoughtful roots. This leads to an unusual breadth of life for a motorcycle brand.
POSITIONING
LiveWire as a brand embodies life, humanity, and vibrant color. While the product positioning may vary based on intent, it will always connect back to the overarching brand positioning, serving as a consistent thread throughout LiveWire offerings. Here are a few examples to reinforce this statement.
LVWR on NYSE
LiveWire went public on the New York Stock Exchange in 2022. My team and I developed launch assets and a Times Square AD takeover to help build momentum and awareness for the newly listed company.
oMIN-CHANNEL CREATIVE
Content // DotCom // Connected Product // Paid // Social
LiveWire dotcom: Link for context
Social Platform Link for context
Print/ Apparel Design
Connected Product Direction
PAID/ OOH
EVENTS & PRIVATE PARTIES
Events designed with life and youthfulness at their core immerse attendees in vibrant experiences that spark joy and connection. The intent is to create an atmosphere where individuals feel uplifted and inspired. This brand's event direction resonates with the audience's desire for meaningful engagement and fosters an environment where creativity and passion thrive, ultimately leaving a lasting impact.
