The Professional Science Master's Department of the Graduate School at the University of Utah approached our team in dire need of a new web presence.
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I was an enthusiast of this type of motorcycle myself. Between the knowledge I had of the craft and community as well as research I was able to put together the persona of Jake, as seen below. I looked into the figureheads/thought leaders, media, forums, and brands of the community. Jake served as the protagonist of a story I was able to easily visualize. Using this perspective I made a journey map. I used this map to identify possible pain points in the process of an event guest learning of the convention, getting tickets, attending, and talking with others after it had concluded.
The branding intends to evoke the aesthetic of the community and the motorcycles themselves without directly illustrating it. The logotype nods to the profile of a motorcycle while the icon, the iconic headlight. An intense color palette reminiscent of the 1960s and 70s give the brand life. Even the font choices are intended to allow the history of this community to shine through.
The marketing is simple and to the point while emphasizing the very thing meant to bring the community together at this event, the Cafe Racer.
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