■ In-house Design & Brand Leadership: Motorcycle & Motosports
HJC Helmets: Giving the #1 Brand a Visual Identity to Match
Developing campaign creative, product photography, and media relationships for the world’s top-selling helmet brand
ROLE
Senior Graphic Designer → Brand Manager
TIMELINE
6 Years+
STRUCTURE
Brand Identity • Packaging • Helmet Graphics • Print/Digital Ads • E-Commerce • Media Planning • Editor Relationships • Product Placement • Agency Partnerships • International Coordination
The Problem
HJC had strong sales, driven by product quality and price, so strong enough that the company adopted the “#1 in the World” positioning during this period. But the brand’s visual presence hadn’t caught up to its market position: there was no real campaign strategy or marketing visual language behind the product, just basic, functional assets.
Before/After
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BEFORE
AFTER
My Approach
As Senior Graphic Designer, I developed and designed campaign-based creative, including magazine and digital ads, video, and POS materials, to give the brand a visual identity that matched its market leadership. As Brand Manager, I directed product photography and video and built relationships with editors, sponsored athletes, and media outlets to increase product exposure and press coverage.
Where it showed up
Hands-on production, then a strategic return six years later reporting to the CEO
