American Chopper Consumer Products & Branding
American Chopper was a reality TV show centered around a family business that manufactured custom chopper motorcycles.
I was responsible for the art direction of the retail branding and global product line for mass market. I participated in defining the brand strategy, and designed style guides, product, 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. 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