CELEBRATING 10 YEARS IN BIKENESS
Dublin Harley-Davidson, Dublin Triumph and Rosso Ducati were celebrating their 10th anniversary and they came to us looking for a way to connect three distinct motorcycle brands and their riders at one event.
Three motorcycle brands with unique brand guidelines each with very different rider/fan communities, all incredibly loyal to his or her chosen motorcycle and lifestyle... this would need a stand-alone generic motorcycle aesthetic which would appeal to all.
Eliminating the brand colours of Harley-Davidson (orange), Ducati (red) etc and using only two colours of navy and cobalt - we could give all print and social media content a very Dublin look.
In simply crossing two wrenches set as a Roman numeral X to symbolise the 10 years in 'bikeness' we were using a very generic, easily-understood motorcycle graphic to unit all riders and all tastes.
Using this device allowed us to communicate directly to each customer group with tailored content - for example; Triumph riders would receive only 'Dublin Triumph X Festival' news and updates, and would not see any mention of the other two partner brands. Individual communications and separate social media event pages ensured each rider or fan would be receiving content that appealed to them.
Sharing only limited 3-way content across all channels meant that each group were subtly informed yet well aware that this would be a combined event.
To announce dates, push information and gather data & feedback for the 3 day event we created a set of 10 'cut & paste' style illustrations. Each highlighting a specific element of the festival, these were shared in the weeks leading to the festival.
At the X Festival itself; at sign-in riders and friends received bespoke X sticker kits, X badges and X tokens for beer & food.
GARGOYLE covered each festival day with live social media updates, photo and film content.
Looking forward to 2027 and the XX Festival!