Due to under-investment, the reputation of Norton had suffered. But with a new remit centred around technology, sustainability and electrification, they were re-entering the market with all the right ingredients to attract a new generation of affluent owners, collectors and beyond.

Our challenge was to take Norton beyond just bikes, and to reposition them as a modern lifestyle choice — building a brand with the capacity to touch all aspects of their customers’ lives. Essentially, to make Norton for motorbikes, what Porsche are for cars.

So that Norton could operate with the required speed and agility to re-establish itself and quickly drive sales across the UK dealer network, we created a tiered activation strategy and a modular design approach. This included some general guidelines and quick-wins for launching in more traditional dealerships, as well as the more detailed specifications for unique concepts, like the House of Norton: an exhibition space that enforces their new position among luxury competitors.

Honouring the brand’s heritage we created a sleek brand world that gave a nod to the past while expressing undeniable modernity. We then put this to work across new bike showcases and new apparel collection launches, with none other than London’s Savile Row hosting the first event.

With only two weeks to implement the concept, we swiftly took care of everything from spatial planning and technical design to construction and budget-management, all completed in a blip.