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Mood Boards, Style file, Style Guide
2012 "Chop Shop" Inspiration Guide

My roles on this project were:

For Harley-Davidson I was tasked to creating a layout with the look and feel of the "Chop Shop" collection of assets and design directions that are used by the apparel designers back in Milwaukee. Who is this guy? What does he do? What does he say? What does he wear? kinds of inspiration.  Below is the cover and 2 spreads of the 12 page book.

Project Credits
Client: Harley-Davidson
Design Direction: Karen Davidson
Art Direction: Eric Ruffing (at 13THFLOOR)
Design: Eric Ruffing (at 13THFLOOR)
Layout : Eric Ruffing (at 13THFLOOR)