I’ve been lucky enough to help bring BSA back to life - from creative direction, design and copywriting through to shaping the brand’s voice and strategy. With British heritage at its core but a global audience in mind, the aim was always to stay true to loyal fans while sparking excitement with new riders. That’s meant reaching out to the established BSA community and new audiences alike, harnessing UGC alongside shoots with real riders, authentic photography, launch films, exhibitions, merch and a whole lot of social content. I’ve even had the joy of riding the bikes myself. From the Gold Star to the Scrambler and Bantam, it’s all been built around one simple mantra: Honouring the past. Owning the future. Loving the ride. Created with Palmer Hargreaves, UK.
