Genuine Motor Parts & Accessories

Consumer Segmentation / Photo Direction / Design



Evolve Harley’s annual 900-page “Big Book" to attracting new segments of young, female and minority riders while still appealing to the core riders.


We shifted the photography from traditional scenic backdrops to locations that were relevant to the segment we were after. By creating a rider persona and a story behind every customized bike, we were equipped to scout locations based on strategy over beauty. This meant that a bobbed Sportster 48 could be shot in front of a record store, a flame-painted Dyna Wide Glide could be shot inside a mechanic’s garage, and a fully-loaded Ultra Limited, well, that one’s still standing proud at that epic overlook.


Agency: VSA Partners / Photography: Midcoast Studios