We embarked down a new road for the Southern Dozen, with a rebrand that speaks to an edgy, contemporary audience of motorcycle enthusiasts who appreciate the classic, romanticized appeal of the biker aesthetic. The new brand embodies the bold confidence of our audience while celebrating each of the rides. This effort stretched across print and digital platforms, including the development of a rider’s pocket guide app with user-friendly attraction-mapping. We even struck up a collaboration with a local tattoo artist to create custom illustrations in the Traditional tattoo art style as branding for each of the rides.