American Chopper Consumer Products
The reality TV show American Chopper centered on a family business that manufactured custom chopper motorcycles. I was responsible for the art direction of the global product line for mass market. I participated in defining the brand strategy, and designed style guides, packaging, signage, and marketing materials. I collaborated with external design teams and illustrators on product development, and oversaw the production of over 375 product skus at retail, equating to approximately $171 million in global retail sales. Product categories included apparel, publishing, automotive, toy, home décor, and more. Book “American Chopper: At Full Throttle” was on the New York Times Best-Seller List in 2005.
mood board sketches