Dave Ulrich Works: Damon

The Creative Director

Damon Motors

(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.

We kicked off with stakeholder workshops and rider interviews to sharpen the messaging and define a visual system that grounded Damon’s future-forward tech in today’s reality.

Then, we created a visually rich, narrative-based website that spoke directly to riders of all generations.

A collage of images from the Damon website

Interactive storytelling made complex innovations feel intuitive. Every headline and callout spoke directly to riders—translating performance features into personal benefits.

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We tested early concepts and language with real riders. Their feedback shaped both the content and the experience. The final tone was not just on-brand—it was proven to resonate with the target audience.

The Damon website on a laptop and a mobile phone.

The virtual showroom gave visitors an almost tactile experience with a bike still in production. They now had a chance to select and reserve a bike they understood and appreciated both inside and out.

THE RESULTS

– Damon reignited brand loyalty.

After early CES buzz cooled, the new site rekindled excitement—reassuring early registrants and driving new reservations.

– Damon finally had a showroom.

Riders could finally explore the Hypersport inside and out, forging connections that felt personal and real. They now had the ability to experience the thrill of shopping for their perfect motorcycle from the comfort of home.

– Damon built a thriving community.

We helped identify early ambassadors, folded their voices into the brand, and designed a community site built for scale. The ambassadors grew the community organically, creating a movement led by the riders themselves.