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Six Bends

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Scott Fischer Enterprises, one the most innovative Harley-Davidson dealership groups in the world, worked with Shook Kelley to develop the name and brand identity for its newest dealership site in Fort Myers, Florida. The result is Six Bends, a Harley community unlike any other.

Leveraging both the power of the Harley-Davidson brand, as well as the uniquely thriving culture of SFE, Six Bends provides a destination for Harley riders and potential new riders that is all about customization and community.

Six Bends is the name of a custom handle bar that was originally popular in the 1970s, and represented a landmark in the larger history of customization so essential to Harley-Davidson culture today. Harley stands for freedom and expressing the individuality of each rider, and Six Bends personifies this ethos at its very core, beginning with the simple story of customized handlebars. The Six Bends name is part of a naming and branding system, which opens up opportunity for expansion into new branded components, spaces and experiences throughout the site.

The Six Bends concept plays on the idea of a flag that physically and symbolically represents a code of shared values. Flags mark a territory, and for Six Bends, that flag represents the celebration of the Harley rider. The skull at the center of the logo, which has always been a powerful symbol in the Harley world, represents freedom of the open road and the independent spirit. But the hard edge impact of the skull is softened by playful handlebars in place of cross bones, tying the identity back to the Six Bends name, which is derived from customized handlebars.

Getting people to the dealership and driving traffic is critical to generating new bike sales

As expected, Harley riders flocked to Six Bends in droves to see the newest dealership in the region. But beyond the typical Harley crowd, the site has also managed to encourage a lot of non-riders and potential new riders to visit as well. Six Bends has already played host to a more diverse range of events than a typical Harley-Davidson dealership, from Christmas gatherings, to a Chili Cook-Off, rock concerts and a Sons of Anarchy show finale gathering. And as the SFE team knows well, getting people to the dealership and driving traffic is critical to generating new bike sales. In just its first few months of operation, Six Bends has already exceeded sales expectations.

Six Bends is much more than a retail store, it’s a cultural and community destination. The new name and identity have helped Scott Fischer Enterprises imagine the bigger possibilities for this site, which already includes an events space called Top Rocker Field (also named and with an identity created by Shook Kelley), an onsite riding school, outdoor social meeting spaces and a planned mix-use commercial space with restaurants, retailers and office space. In short, SFE immediately recognized the potential to transform a great dealership project into an even bigger community destination with the power to convene a powerful tribe of Harley enthusiasts. SFE now has its sights set on creating a place that riders will come to from around the world—as well as having the power to transform people into new riders.

Leveraging both the power of the Harley-Davidson brand, as well as the uniquely thriving culture of SFE, Six Bends provides a destination for Harley riders and potential new riders that is all about customization and community.

Six Bends is the name of a custom handle bar that was originally popular in the 1970s, and represented a landmark in the larger history of customization so essential to Harley-Davidson culture today. Harley stands for freedom and expressing the individuality of each rider, and Six Bends personifies this ethos at its very core, beginning with the simple story of customized handlebars. The Six Bends name is part of a naming and branding system, which opens up opportunity for expansion into new branded components, spaces and experiences throughout the site.

The Six Bends concept plays on the idea of a flag that physically and symbolically represents a code of shared values. Flags mark a territory, and for Six Bends, that flag represents the celebration of the Harley rider. The skull at the center of the logo, which has always been a powerful symbol in the Harley world, represents freedom of the open road and the independent spirit. But the hard edge impact of the skull is softened by playful handlebars in place of cross bones, tying the identity back to the Six Bends name, which is derived from customized handlebars.

Getting people to the dealership and driving traffic is critical to generating new bike sales

As expected, Harley riders flocked to Six Bends in droves to see the newest dealership in the region. But beyond the typical Harley crowd, the site has also managed to encourage a lot of non-riders and potential new riders to visit as well. Six Bends has already played host to a more diverse range of events than a typical Harley-Davidson dealership, from Christmas gatherings, to a Chili Cook-Off, rock concerts and a Sons of Anarchy show finale gathering. And as the SFE team knows well, getting people to the dealership and driving traffic is critical to generating new bike sales. In just its first few months of operation, Six Bends has already exceeded sales expectations.

Six Bends is much more than a retail store, it’s a cultural and community destination. The new name and identity have helped Scott Fischer Enterprises imagine the bigger possibilities for this site, which already includes an events space called Top Rocker Field (also named and with an identity created by Shook Kelley), an onsite riding school, outdoor social meeting spaces and a planned mix-use commercial space with restaurants, retailers and office space. In short, SFE immediately recognized the potential to transform a great dealership project into an even bigger community destination with the power to convene a powerful tribe of Harley enthusiasts. SFE now has its sights set on creating a place that riders will come to from around the world—as well as having the power to transform people into new riders.

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