The Opportunity

LiveWire launched in 2019 as Harley-Davidson’s first electric motorcycle—critically acclaimed, yet misaligned with core riders’ expectations. Even fans struggled to see it as “a Harley.” That identity gap risked dampening adoption and stalling Harley’s broader move into electric.

The Idea

Spin LiveWire into its own brand. The mandate—build a premium modern identity that celebrates freedom, precision engineering, and the thrill of escape while rejecting tired EV clichés. No lightning bolts. No green leaves. Just soul, performance, and design.

The Execution

We created a complete brand system under an accelerated timeline—visual identity, typography, tone of voice, web design, and launch materials. I led cross-functional alignment between internal stakeholders and agency teams, anchoring the creative in three pillars: motion (the ride), minimalism (the form), and emotion (the why). The rollout spanned consumer touchpoints and investor communications to ensure coherence from first glance to first ride.