Harley-Davidson

Harley-Davidson Cebu is the brand’s Cebu showroom and a gathering point for the island’s big-bike riders. We created a full concept for the Harley-Davidson Cebu anniversary ride, from identity to riding gear.

INDUSTRY

Automotive

OUR ROLE

Creative Concept & Consultation

TIMELINE

2024

CHALLENGE

For its 9th anniversary, Harley-Davidson Cebu wanted more than a celebration: a way to grow its community of big-bike riders, promote the Harley experience without the hard sell, and turn the occasion into sales.

OUTCOME

Hoggin’ the Highway, a complete ride concept with its own identity, routes, gear and collateral, built on one idea: a well-designed experience sells a lifestyle.

Title slide for Harley-Davidson’s “Hoggin’ the Highway, City to Sea Hoggin” ride: bold orange lettering and the Harley-Davidson logo over a faded photo of riders on a road.

A Badge Worth Earning

We explored anniversary badges and ride names before landing on Hoggin’ the Highway, a bold, road-ready identity built to look as good on a jersey as on a patch.

Four Harley-Davidson Coastal Cruisers logo concepts: a round 2024 “City to Sea Anniversary Ride” wave badge, a script wordmark, a bridge-and-skyline shield with a 9, and a checkered-flag shield.

Two Routes, One Ride

We planned two routes, each with its own start, pit stops, finish and activities: a coastal run south to Alcoy, and a mountain ride to a campfire night at Camp Forrest.

Route A: City to Sea · Showroom to Alcoy

Pit stops in Talisay, Carcar for lechon, and a seaview café, ending in a beach getaway with bike displays, awarding and a fellowship night with live bands.

  • Title card for Harley-Davidson’s “Hoggin’ the Highway” ride, with “Alcoy” in large white letters over a coastal road, blue sea, a blue tricycle and a tree, and “City to Sea Hoggin”.
  • Harley-Davidson slide titled “Starting Point, Harley Davidson Cebu Showroom”, with a black silhouette map of Cebu on orange and a location pin marking “Harley Davidson Cebu”.
  • Harley-Davidson slide titled “Ending Point, Alcoy Cebu”, with a black silhouette map of Cebu on orange, a white pin marking “Alcoy, Cebu” and a red pin for a cafe stop.
  • Harley-Davidson slide “Main Route, Mandaue to Alcoy” with a map showing the route from Harley-Davidson Cebu to Alcoy via Cebu South Coastal Rd, 108 km, 3 hr 12 min by motorcycle, with four stops.
  • Harley-Davidson slide “Pit Stops, Food Stops, Harley Davidson Cebu – Alcoy” with three orange cards: McDonald’s Southcoast Talisay, Carcar Lechon and Seargao Seaview Cafe, each with a photo and stop notes.

Route B: Camp Forrest · Showroom to the mountains

A northern ride with pit stops in Danao, Tuburan and Balamban, ending in a camping night with a campfire fellowship, bike displays and awarding.

  • Title card for Harley-Davidson’s “Hoggin’ the Highway” ride, with “Camp Forrest” in large white letters over an A-frame cabin, a gray tent, a lawn and trees.
  • Harley-Davidson slide titled “Starting Point, Harley Davidson Cebu Showroom”, with a black silhouette map of Cebu on orange and a location pin marking “Harley Davidson Cebu”.
  • Harley-Davidson slide titled “Ending Point, Camp Forrest Mabini”, with a black silhouette map of Cebu on orange and a white location pin marking “Camp Forrest”.
  • Harley-Davidson slide “Long Route, Mandaue – Busay – Mabini” with a motorcycle route map to Camp Forrest, 28.4 km, 1 hr 10 min, and a photo of a curving mountain road with riders.
  • Harley-Davidson slide “Short Route for Families Joining” with a map from Harley-Davidson Cebu to Camp Forrest via Talamban and Bacayan, 16 km, 40 minutes by car.

Dressed for the Ride

Riding jerseys designed to put the identity on every rider, with “Hoggin’ the Highway” down the sleeve and the H.O.G. chapter crest on the back.

Front and back of a black Harley-Davidson long-sleeve jersey with cream and orange shoulders, a Bar & Shield logo, “Hoggin’ the Highway” on the sleeves, and a Cebu Chapter H.O.G. back patch.
Man wearing the black Harley-Davidson long-sleeve jersey, front and back: orange Bar & Shield logo, “Hoggin’ the Highway” down the sleeves, and a Cebu Chapter Philippines H.O.G. eagle patch.

From Showroom to Finish Line

A welcome arch, IDs for staff, talent and guests, and standees for demo rides, parking and directions, designed to keep the experience on-brand at every stop.

Orange inflatable arch with a large Harley-Davidson Bar & Shield logo at the top and “Welcome Riders!” on both sides, with chapter logos down the legs.
Grid of Harley-Davidson event badges on orange and white: black name badges, and photo badges for “Staff”, “Talent”, “Guest” and “VIP” with “United We Ride” and rider photos.
Set of Harley-Davidson event signage on orange: three pull-up banners (Adventure Touring, The Morning Ride, CVO), black stand signs for “Parking”, “Attention” and “Free Demo Rides”, and an A-frame sign.
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