Portfolio Print Harley Davidson Annual Report Harley Davidson Annual Report
The Brief:
As a foray into annual report design I decided to experiment with a possible Harley Davidson for their 100th anniversary. I knew that Harley was going to release a new model that would usher in the next generation of style. I designed the report on the premise that they would like a report that further accentuated this transition.
The Concept:
Harley's performance as a company has been outstanding with continual, mainly double digit growth, since shares were sold. The new model was going to be introduced in a gray color scheme so I decide to continue this into the report with the addition of red as an accent color. Photographs of the motorcycles were not available so I had to take my own shots in a Harley store.
The Solution:
The style change in bikes is reflected with a style change in the report. To accentuate the 'new' I decided to add another dimension to the previous 2D reports by making the charts and graphs 3D. The continual growth was represented by curved text that expanded in height. Each line of text is attached to a curved path so that the text does not become distorted and is still completely legible. The photographs were reduced to black and white, and the contrast adjusted, to emphasize the gleaming chrome work on all the bikes. The subject of the photographs was also a diversion from the norm. Harley make a great deal of money from customization through accessories so the photos were chosen to show the possible upgrades.
