Role: Art Director + Designer
Brand: J&P Cycles

Revitalizing an Icon: The Sturgis Rebrand

When Clarence "Pappy" Hoel purchased an Indian Motorcycle franchise during the Great Depression, he laid the groundwork for the Sturgis Motorcycle Rally, the world’s largest motorcycle gathering.

As a major sponsor and prominent presence at Sturgis, J&P Cycles leads an ongoing campaign that evolves each year to engage new generations. Our multi-platform strategy includes retention marketing, on-site promotions, video content, influencer collaborations, social media efforts, and a custom motorcycle build sweepstakes, continually revitalizing this iconic event to resonate with an ever-changing audience.