MICHAEL HOLMES

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Emotional surfing was a concept I developed while I was VP User Experience with Digitas UK, London. Emotional surfing is how the same person uses different approaches to navigate through a website. Personal approach: Having familiarity with the site by being a consistent user, Analytical approach: Using the navigation system to engage site content.  Association approach: Uses news stories or case studies the visitor can relate to. Investigation approach: Using tools that promise to provide content tailored to their needs.  

Design and branding exploration to investigate the possibilities of a Shelby/Harley-Davidson relationship. Commissioned by Shelby Licensing, RDLA recommended that Shelby and Harley go beyond merchandising to combine the two American icons in a way that would truly open each brand to the audience of the other. The result was a transformation of Harley's existing product line via modifications based on Shelby's heritage, and our own deep knowledge of vintage motorcycle racing. Use of existing Shelby elements would allow Harley to modify the bikes in house, or via mod shops experienced at turning Mustangs into performance-tuned Shelby cars. The branding was then extended to exterior colors, materials, riding gear, apparel, helmets and gloves. All illustrations were created by RDLA's in-house artist, Hans Sures.