Harley created the Dark Custom bike family a couple years back to attract a younger new audience to the brand. They offer several bikes in different flavours that really speak to this audience from an aesthetic point of view. However until now the way the brand communicated has been fragmented or a little too retail focused. So the solution, work with Harley to build/curate a responsive publishing platform centred around lifestyle and culture to embrace and introduce the audience to what its all about. Adding contextual content filtering (see more of what interests you) and product placements (score the jacket you saw in a video) still accomplish Harley’s business goals in a much more elegant and approachable way without hitting the audience over the head.