Gino Santoro

Ducati is the world’s top motorcycle manufacturer. When they launched their new sport-cruiser in North America to compete with Harley Davidson, the leader in the cruiser category, sales were minimal. The problem was that Ducati was marketing itself in the same manner they did in Europe, and in doing so, they did not engage the American consumer.

The solution: create a lifestyle around the brand that spoke to Americans while staying true to who they were as the premium, sophisticated, and performance motorcycle brand.

Image disclaimer: This was a concept presented to Ducati as a business pitch. All images belong to their rightful owners and was pulled from online sources for concept purposes only.

Studio: United DSN
Creative direction: Lawrence Haggerty, Andy Johnson
Designer: Gino Santoro