INDIAN MOTORCYCLES CATALOG by Colle + Mcvoy for Indian Motorcycles

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INDIAN MOTORCYCLES CATALOG

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Industry Motorcycles
Media Design & Branding
Market United States
Agency Colle + Mcvoy
Executive Creative Director Mike Caguin
Art Director Matt Pruett
Released December 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: INDIAN MOTORCYCLES
Product/Service: 2012 PRODUCT LINEUP
Agency: COLLE + McVOY
Executive Creative Director: Mike Caguin (Colle+McVoy)
Group Creative Director: Joe Monnens (Colle+McVoy)
Assistant Creative Director/Copywriter: Joel Stacy (Colle+McVoy)
Art Director: Matt Pruett (Colle+McVoy)
Senior Designer: Lindsey Aho (Colle+McVoy)
Senior Art Buyer/Art Producer: Chris Peters (Colle+McVoy)
Photography: Jim Gallop
Print Production: Brad Smith (Colle+McVoy)
Printer: (Franklin Press)
Media placement: 2012 Product Catalog - Distributed To Dealers - 15 December 2011

Describe the brief from the client
The Indian Motorcycle brand has come and gone over its many years. Having been acquired in April 2012 by Polaris Industries Inc., the leading power sports company in the U.S., our main challenge was to begin to instil new confidence in the brand's future. While there were various objectives, the main direction from our client was very simple: make it kick ass.

Describe the challenges and key objectives
Our goal for the 2012 bike catalogue was simple – begin rebuilding confidence in the legendary brand, which had been dormant for many years. Put plainly, we had to do a lot more than just move metal. We had to reignite the passion for all that was, and lay the foundation for all that could be. In essence, we had to let everyone know, both riders and our competitors, that Indian Motorcycle is back to stay, and ready to design and build bikes for the road ahead.

Describe how you arrived at the final design
We set out to instil confidence in Indian Motorcycle by focusing on its legacy and craftsmanship. We carried these ideas throughout the project; for example, we chose the typefaces because they felt both handcrafted and contemporary.

Give some indication of how successful the outcome was in the market
The Indian catalogue was extremely well-received by the client and it signified Polaris' first commitment to revitalising the brand.