(creative direction, copywriting, content strategy, brand strategy)
Damon Motors envisioned a smarter, safer future for motorcycle riders with a lofty goal to achieve zero motorcycle fatalities by 2030. Their first bike, the Hypersport, had stolen the show at CES and brought a wave of reservations for a bike that was not yet in production.
To transform the motorcycle industry with their innovative electric sportbike, Damon would need a website upgrade to match the magnitude of their vision. My agency was selected to tell a more effective brand story.
First, we conducted stakeholder workshops and customer interviews to hone in on key messages and visual elements that better captured Damon's vision of the future—right here in the present.
Then, we created a visually-rich, narrative-based website that spoke directly to riders old and new.
We tested concepts, copy, and design, with actual riders. Both the look and feel and the tone of voice resonated with the target audience.
– Damon recaptured brand loyalty.
The brand had early buzz and a burst of registrations after making a CES splash, but things had cooled. The new website became an opportunity to spark new pride for existing registrants and entice new customers to register for a bike.
– Damon finally had a showroom.
The new site enabled a virtual showroom where motorcycles could be examined in detail, customized, and reserved. Riders could experience the thrill of shopping for their perfect motorcycle from the comfort of home.
– Damon built a community.
Ambassadors were found, interviewed, and given the chance to offer input on the work we were doing on the website. Direct communication forged strong connections with the brand. We designed a community site to scale and the ambassadors grew the community organically.
