Case Study:

Buell

A Brand Story for the Modern Rider

The Challenge:

Buell Motorcycles, a brand in need of a modern voice, faced the challenge of reclaiming its position in a competitive motorcycle market. They needed to not only remind enthusiasts of their legacy but also capture the attention of a new generation of riders with a whole new look and feel.

My focus was on showcasing the distinct personalities and target audiences for three key models: the Hammerhead, the Super Touring, and the Super Cruiser.

The Solution

I developed a foundational Story Framework that defined Buell's core message: empowering riders to push boundaries and experience the pure thrill of the open road. This framework served as the narrative backbone for all communications, emphasizing Buell's heritage of innovation and commitment to high-performance engineering.

Crucially, we tailored narratives for each model:

  • The Hammerhead story centered on raw power and track-inspired performance.

  • The Super Touring narrative focused on the freedom of exploration and long-distance comfort.

  • The Super Cruiser story emphasized rebellious riding, classic American styling, and a powerful road presence.

To ensure consistent and impactful messaging, I established comprehensive Voice and Tone Guidelines. These guidelines defined Buell's brand personality as bold, confident, and authentic. The voice was to be informative yet engaging, highlighting the technical prowess of Buell motorcycles while capturing the emotional connection riders have with their machines. The tone was carefully calibrated for each model: aggressive and performance-driven for the Hammerhead, confident and adventurous for the Super Touring, and rebellious and sophisticated for the Super Cruiser.

Crafting the Message: Copywriting

Compelling copywriting recommendations were developed for marketing materials, from website content and advertisements to social media posts. The copy focused on showcasing the unique features and benefits of each model, emphasizing the riding experience and the emotional connection with the Buell brand.

I also wrote the copy for a magazine print ad, seamlessly integrating the new brand positioning, messaging, and language to create a cohesive and compelling brand experience, effectively communicating the unique value proposition of each model and reinforcing the overall Buell brand identity.

The Results

The comprehensive brand work delivered significant results:

  • A clearly defined and resonant brand identity.

  • Consistent and impactful messaging across all channels.

  • Increased brand awareness, engagement, and excitement.

  • Increased website traffic to Buell pages by 22%.

This comprehensive brand work not only redefined Buell's identity but also positioned them for renewed success in a competitive market.

Copy Examples