The Indian Motorcycle brand has come and gone over its many years. Having been acquired in April 2012 by Polaris Industries Inc., the leading power sports company in the U.S., our main challenge was to begin to instil new confidence in the brand's future. While there were various objectives, the main direction from our client was very simple: make it kick ass.

We set out to instil confidence in Indian Motorcycle by focusing on its legacy and craftsmanship. We carried these ideas throughout the project; for example, we chose the typefaces because they felt both handcrafted and contemporary.

The Indian catalogue was extremely well-received by the client and it signified Polaris' first commitment to revitalising the brand.