Buell Design & Branding BOOK OF BUELL by Crispin Porter + Bogusky Boulder

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Industry Motorcycles
Media Design & Branding
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Dayoung Ewart
Released July 2009

Credits & Description

Category: Publications
Advertiser: BUELL
Product/Service: BUELL
Date of First Appearance: Jul 29 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officers: Rob Reilly/Andrew Keller/ Jeff Benjamin (Crispin Porter + Bogusky)
Creative Directors: Dave Schiff/Alex Burnard (Crispin Porter + Bogusky)
Associate Creative Director: Dayoung Ewart (Crispin Porter + Bogusky)
Art Directors: Matthew Gilmour/Surf Melendez/Dave Steinke (Crispin Porter + Bogusky)
Copywriters: Michael Craven/Patrick Maravilla/Craig Miller (Crispin Porter + Bogusky)
Designers: Eric La Fleur/Veronica Padilla (Crispin Porter + Bogusky)
Photographers: Paul Barshon/Tyler Gourley/Alex Burnard (Crispin Porter + Bogusky)
Print Producer: Brian Mcmillen (Crispin Porter + Bogusky)
Senior Art Buyer: Sheri Radel (Crispin Porter + Bogusky)
Art Buyer: Lillian Sevilla (Crispin Porter + Bogusky)
Content Management Supervisors: Ryan Skubic/Ryan Eckert/Greg Paige/Roberto Martinez-Rubio (Crispin Porter + Bogusky)
Media placement: Company Overview Booklet - Buell Stores/dealerships - 27 July 2009

Describe the challenges and key objectives
Buell embraced its outsider status and launched a ruthless attack on the entire idea of popularity that exists in sportbike culture. They started by publishing The Book of Buell, which made it clear that sport bikes were made to be ridden, not seen on or waved from or admired in a parking lot. The book became print ads, expandable banners and a hyper-navigable microsite.

Describe the brief from the client
In recent years, Buell had strayed from its performance roots. Now, the company set out to re-launch itself in a market where it was already an outsider.

Describe how you arrived at the final design
Buell wanted the book to be a tangible example of their ruthless approach to engineering sportbikes and their new stance on those who ride them.

Give some indication of how successful the outcome was in the market
Whether they rode a Buell or not, sport bike enthusiasts couldn’t help but agree with Buell. In fact, many of the brand’s biggest detractors became fans overnight.