Building relationships through collaborative projects
Harley-Davidson sought a reliable, cost-effective solution to deliver exterior signage for its dealerships across Europe, the Middle East, and Africa (EMEA). With over 350 dealerships and plans for 50 new locations each year, maintaining brand consistency while ensuring value for money was a critical goal. Brand Pointe was tasked with managing the signage procurement and installation programme, ensuring the Harley-Davidson brand was represented consistently and accurately across all locations while keeping costs competitive.
The core challenge was to find suppliers who could meet Harley-Davidson’s strict branding, performance, and sustainability standards while offering competitive pricing. Given the scale of the project, it was essential to select manufacturers capable of producing signage that could withstand diverse environmental conditions, meet safety standards, and ensure longevity. Furthermore, consistency across all dealerships, regardless of their geographic location, was non-negotiable.
Brand Pointe initiated the project by managing the Request for Proposal (RFP) process, which included gathering proposals from signage manufacturers across the EMEA region. This involved careful vetting to ensure suppliers could meet Harley-Davidson’s specific requirements for quality, durability, and branding standards.
The RFP process required suppliers to submit fixed pricing for signage products for a minimum of three years. Brand Pointe ensured that volume-based pricing options were included, allowing Harley-Davidson to benefit from economies of scale as their dealership network expanded. By negotiating with multiple suppliers, Brand Pointe secured the best value for money without compromising on quality.
The signage programme’s success depended on maintaining strict adherence to Harley-Davidson’s branding guidelines. Brand Pointe worked closely with suppliers and Harley-Davidson’s internal team to ensure all signage—from pylon signs to the iconic Bar & Shield—was produced to specification and installed uniformly across all locations. This ensured that every dealership reflected the Harley-Davidson brand’s strength and prestige.
All signage was required to meet stringent health, safety, and environmental standards, including CE and UL certifications for wet locations and materials resistant to UV and corrosion. Brand Pointe ensured that each supplier adhered to these standards, guaranteeing durability and safety across varying environmental conditions.
Throughout the programme, Brand Pointe provided dedicated project management, ensuring each stage—from design to installation—was executed smoothly. Regular reporting to Harley-Davidson ensured transparency on costs, timelines, and potential issues, allowing for proactive adjustments where necessary. Monthly reports detailed project status, helping to maintain on-time delivery across the region.
Through rigorous supplier selection and negotiation, Brand Pointe was able to secure competitive pricing for Harley-Davidson, ensuring significant savings over the three-year period of fixed pricing.
Every dealership, regardless of location, received signage that met Harley-Davidson’s brand standards, creating a cohesive and powerful visual identity across all EMEA dealerships.
All signage was built to withstand environmental challenges, ensuring that Harley-Davidson’s brand image remained untarnished over time, even in harsh weather conditions.
Brand Pointe ensured that suppliers adhered to sustainable manufacturing practices, further aligning the project with Harley-Davidson’s commitment to environmental responsibility.
By managing the procurement and implementation of Harley-Davidson’s exterior signage programme, Brand Pointe successfully delivered on the client’s vision—ensuring both value for money and consistency across their global brand footprint.
