KAWASAKI

The green machine reigns supreme. Much like Yamaha, developing strategy for Kawasaki initiatives including victory ads, the launch of the 45th Anniversary logo and accompanying collateral and the ever aggressiveness of the sport bikes was all about understanding the enthusiast mind-set. In developing launch strategies for the Z1000 and Ninja, I went back to my core experience as a rider and a spectator. I remembered the grittiness, the smell and the passion in which riders engage with their bikes. Using that as the structure of the strategy, I led our team to develop visually aggressive messaging that met the needs of the product, but spoke so much more to the environment in which it lived.