Responses by Manaf Al-Naqeeb, digital creative director and Michael Miller, creative director, Dailey
Background: The Gold Wing is an iconic bike that hadn’t undergone a major overhaul in seventeen years. To launch the new model, the site had to reflect the same design goals of the motorcycle itself: premium, modern and approachable. As the site was part of the new “What Lies Beyond” campaign, we were able to directly reach our target audience—Gold Wing enthusiasts, riders of other brands and the younger generation finding the time to start taking longer trips.
Highlights: The site’s design celebrates motorcycling and Honda’s contributions to the riding community. Since it was unfolding in three stages, we wanted to create a simple, linear user experience loaded with content that kept people coming back—from curating exclusive rides for users to developing a timeline that integrated with our historical video that dives into significant Gold Wing milestones.
Challenges: The design had to strike a balance between generating interest and delivering information that supported the tease-and-reveal campaign approach. All the while, we had to infuse the experience with a youthfulness and energy to shatter long-standing perceptions of the Gold Wing as an “old man’s bike.”
Favorite details: We integrated prototyping tools into our creative process. This way, we could provide detailed demonstrations of all interactions and transitions to our development partners at Verndale and it was a simple step that kept us speaking the same visual language.
Navigation structure: We had to develop a forward-looking navigation structure that could naturally evolve with the campaign as the content grew. We wanted users to be able to discover content at any point—even if the users’ first experience with the site doesn’t come until after the different stages.
Anything new: We’re always looking for and experimenting with new tools to help streamline the process. For this project, we used Framer and Invision prototyping tools, which really helped bridge the interpretation gap between design and development.