Maintaining a brand icon.
Consistency in product imagery can be a huge challenge for brands. Here's how we've been solving it for Harley-Davidson over the last decade.
Harley-Davidson //
Challenges brands face in creating consistent imagery
Color //
Maintaining color consistency across marketing materials and interfaces
Product //
Keeping pace with new product features and updates
Management //
Tracking changes and configurations in product variations
Color //
Maintaining color consistency across marketing materials and interfaces
Color Consistency is more than an RGB value. Harley-Davidson presents a particularly difficult challenge because of the amount of reflective materials, iridescent paints and varied lighting their products appear in. Maintaining color consistency from deliverable to deliverable requires starting with centralized database of materials from our CG team, and then working in collaboration with our lighting and digital imaging experts who analyze the product under different lighting temperatures and exposures to match the scene the product appears in.
Product //
Keeping pace with new product features and updates
Before a new product launches, it first needs to go through many rounds of modification before it's ready for the public. This can present a scheduling challenge for Marketing and Sales initiatives which are designed to launch in support of the product as it's finishing it's completion. At Clutch, we solve this challenge by building and maintaining a technology infrastructure which streamlines the build of consistent product features, while at the same time analyzing new data as we receive it, identifying where our models are outdated and working with the engineering team to ensure accuracy as the product evolves.
Management //
Tracking changes and configurations in product variations
Creating consistent product imagery starts with project managers who are knowledgeable about the brand and can anticipate the domino effect of product modifications across a range of deliverables. At Clutch, our project management team are experts in the brands they work on and lead our production process so we can stay ahead of the game and solve challenges before they become production problems.