After 35 years, the family of an iconic Raleigh business decided it was time to retire from the motorcycle business. With this transition, the Ray Price Harley-Davidson dealership needed a new name and brand identity for its ownership change. From strategic planning to logo design to unveiling the new identity, we worked with our long-time client on a professional transition.

Many hearts and souls were tied to the name that’s eponymous with a hall-of-fame motorcycle legend and beloved North Carolina dealership. Media relations reflected the importance of this transition for the Price family.

The new name was born out of that original namesake and his racing past on the drag strips of Tobacco Road. The dealership location on a stretch of U.S. Highway 70 in downtown Raleigh is known as the original Tobacco Road, and over the years has become a national destination for motorcyclists.

The resulting brand incorporates the iconic Harley-Davidson mark while symbolizing the region’s rich history with a contemporary design and flexible identity system.  A development process that was completed under a tight deadline over the holiday season.