Polaris acquired the Indian Motorcycle brand in 2011, so industrial design and engineering timetables dictate that a new motorcycle wouldn’t be on the road for another few years. With the current motorcycle design being carried over from previous ownership, our primary challenge was to instill confidence in the brand’s future even without any new product news.

Instead of just creating a regular, page-after-page catalog like the rest of the industry, we created something people would surely hold on to. Our 2013 Indian Motorcycle catalog unfolds into seven separate posters of varying size that are ideal for man caves or garage workshops, and keeping the Indian Motorcycle brand on display well beyond the shelf life of a normal catalog.

Due to high demand at motorcycle rallies, shows and dealerships, the entire stock of brochures was gone within 6 months of its release. Additionally, website traffic and Facebook likes have increased five-fold in the same time period. The 2013 catalog has served as the bedrock of the brand’s relaunch later this year.