Merchandise and gear given away at the motorcycle shows Progressive attends and sponsors are a key component of the experience. T-shirts, bags, and other items designed for these events are highly sought after from attendees and even employees.
Looking to freshen up creative for the 2016 Motorcycle shows, I was tasked with creating new t-shirt designs. Gaining inspiration from motorcycle clubs, I wanted to create the idea of an exclusive group for Progressive motorcycle customers.
The t-shirts were hugely popular and the mark was extended to several other pieces of merchandise. Elements of the original mark have continued to be used on updated pieces, and the idea of motorcycle club was extended from just merchandise to a full influencer campaign in 2018.