Harley Davidson
While a designer on the Harley team at VSA Partners in Chicago, I designed a variety of materials including annual reports and catalogs. Intricate typography and meticulous photo direction were key elements to our design philosophy. Harley is an iconic American brand with a rich history, so authenticity and timelessness were important feelings that we aimed to achieve through the design.
Referred to as “the big book,” Harley's yearly parts and accessories catalog is the bible for dealerships and Harley owners when it comes to customizing their bike. I worked on a team of 3 designers to concept, design, and art direct a 3-month on-location photoshoot in Milwaukee, all the while designing the book at the same time.
I designed a “Sneak Peek” fold-out poster that teased the catalog to come, which was sent to Harley dealerships.
Design Jason Jones, Tim Guy, Jake Gardner
Writing and Creative Direction Reid Armbruster
© Jacob Gardner 2026
