2023

H-D Certified™

Challange

Harley‑Davidson Financial Services (HDFS), the financial arm of one of the world’s most iconic brands, was entering the certified pre-owned (CPO) motorcycle market later than its competitors. The pressure was on to launch fast and make a major impact—with both dealers and prospective buyers.

MY ROLE

I worked closely with internal stakeholders and my team to define the program’s positioning and deliver a full suite of educational and marketing tools. I assisted with the overall design concept and led the entire rollout of materials to help introduce the Harley‑Davidson Certified™ program across the U.S. dealer network.

Dealer Customizable Emails

Social Posts

Web Banners

Brochure (Outside)

Brochure (Inside)

Product Brochure Covers

Dealer Communications

Impact

Created clear positioning for fast internal alignment and accelerated adoption.

My creative direction helped define the visual expression of the program, which was designed to work across showrooms, inboxes, websites, and social media feeds. These materials introduced the new offering to both dealers and consumers, reinforcing trust and quality.

The design system was built with implementation in mind. Dealers had what they needed to activate the program immediately, without hassle or confusion.