Few brands today have genuinely earned the label of 'iconic.' However, while gaining it is one thing, maintaining it is quite another. With global markets, tight timelines, and constantly changing customer expectations, delivering consistently impactful marketing is easier said than done.

That’s the challenge Harley-Davidson® faced. From new product launches and multilingual catalogues to global campaigns and dealer events, each project needed to feel distinctly Harley, while landing with relevance across different audiences, countries, and moments in time.

The solution wasn’t just better creative. It was a long-term strategic partnership built on trust, industry knowledge, and a shared vision to move fast, stay bold, and always be on-brand.

This is the story of how Harley-Davidson achieved more by working with a partner who truly understood the ride.

The challenge of consistency

In industries like automotive, we know agility is key. But agility without consistency can create confusion, and confusion weakens brands.

Harley needed a partner that could flex across campaigns, content formats and regions, without ever losing sight of their identity. They needed a team who could operate at scale, work with speed, and still deliver work that felt distinctly Harley: adventurous, premium, and grounded in real-world experience.

That’s where h2o creative came in.

From test rides to touchpoints

Over time, our partnership evolved into something powerful. With every brief, h2o became more embedded in the Harley world, understanding the processes, the brand guardrails, the tone, the audience. That deep familiarity made every project smarter and smoother.

Here’s a glimpse into four standout moments from that journey:

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1. A product launch with real-world grit

The Pan America™ 1250 needed to make a bold entrance. In a performance-driven market, Harley didn’t just want to tell people the bike was capable, they needed a way to show them.

Together, we created a content-led campaign grounded in real adventure. A cinematic video series, immersive landing page, and targeted email strategy brought the Pan America’s™ story to life, leading to direct test ride bookings and genuine buzz across markets.

2. Events that actually mean something

Dealer events are often functional but in so can often lose the brand experience.

We helped plan and execute a European event strategy that welcomed over 700 attendees. From branding and logistics to atmosphere and engagement, every detail stayed true to Harley’s spirit. The result? An event that felt personal, premium, and unforgettable.

3. A catalogue, reimagined for a global audience

Creating an 880-page product catalogue in six languages in just four months? It sounds impossible. But with agile workflows, deep brand knowledge, and a rock-solid process, we made it happen.

The project supported Harley dealers globally with up-to-date, localised content, delivered with consistency, accuracy, and speed.

4. Smarter email, bigger results

Harley wanted to turn email into a global growth engine, and that meant ditching one-size-fits-all blasts in favour of something more sophisticated.

We helped design a dynamic, AI-enhanced email programme powered by segmentation and smart automation. Personalised content, tailored to each market, delivered real results and proved the power email still holds when it’s done right.

What it all comes down to: partnership

Individually, these projects had impact. But together, they tell a bigger story of collaboration, consistency, and shared momentum.

Because when you work with a partner that knows your industry, your brand, and your internal ways of working, everything gets easier. You don’t have to re-explain your values. You can move quicker. You get thinking that’s not just creative, but strategic.

And most importantly, you get work that works.

Our journey with Harley-Davidson

The right partner makes all the difference

Harley-Davidson didn’t just need a creative agency. They needed a partner to help them think bigger, move faster, and stay true to their brand. That’s what h2o delivered.

Curious how this story could become your success?

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Practical lessons for automotive businesses

Harley’s journey can be used as inspiration for others looking to level up their marketing.

Here are a few lessons worth taking on board:

Choose the right partner.

Find a partner who speaks your language. Industry experience cuts through the learning curve and helps you get results faster.

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Play the long game.

Long-term partnerships lead to deeper understanding, greater trust, and better creative.

Consistency is key.

Whether you’re launching a product or sending a single email, your audience should always feel your brand.

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Work smarter, not just harder.

Scalable processes and smart tools can unlock agility without sacrificing quality.

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How ‘iconic’ brands like Harley-Davidson stay ‘iconic’