Indian Motorcycle
Brand Messaging, Website Copy, Catalog Copy, Editorial
Indian Motorcycle, America’s oldest motorcycle company, needed brand writing that both honored their history and spoke to their commitment to modern innovation across a variety of assets, platforms, and mediums.
This messaging needed to validate a variety of consumer segments including new owners, owners of past year’ models, and those hoping to someday buy a motorcycle. Each group needed to feel that Indian Motorcycle spoke directly to their specific wants, needs, and culture.
In order to accomplish this I researched the history of Indian Motorcycle and regularly interviewed riders, owners, engineers, racers, stunt people, executives, and designers to create a variety of brand writing including website copy, catalog copy, new product copy, editorial stories, and executive communications.
Stories that build a community.
Indian Motorcycle has a passionate, but sometimes disparate, ownership community. As part of a strategy to form a more cohesive community, I helped Indian Motorcycle write and produce an owners’ exclusive magazine.
I wrote editorial stories covering various aspects of the brand, its riders, and their community with research and interviews with owners, competitive riders, riders’ events, and motorcycle maintenance.
Product launches that unite the past and future.
When Indian Motorcycle updated the FTR 1200, they needed messaging that sung the praises of the new bike, without making owners of previous models feel like they had gotten a raw deal.
I created product and website copy that celebrated the new advancements and technologies while honoring the past years’ models, and Indian Motorcycle’s robust stable of other motorcycle models. My copy shared the relevant information, a dream, and a vision for potential customers.
Catalog copy that sells a lifestyle.
Indian Motorcycle wanted apparel and accessory collections to appeal to not only to various rider segments, but to those who aspired to own an Indian Motorcycle.
I created catalog copy that conveyed product details while celebrating Indian Motorcycle riders, and those who dreamed of someday joining the community.