My client calls me from the road, suddenly struck by a marketing vision. “Richard, I know what our next ad’s gotta be!”

As he describes this revelation, I see that he’s on to something. My own motorcycle riding has always made me feel environmentally virtuous, and with gas costing over 4 bucks a gallon, it does seem that now could finally be the effective moment to communicate this fiscal virtue to potential riders.

Thus, this month’s ad features a plea to quit worshipping the Oil God — or at least cut back a bit by riding a Harley.

Another full page ad developed for Santa Cruz Harley-Davidson’s prized inside-front-cover spot in Thunder Press, a position occupied since the turn of the most recent century.

The visual branding of this space over the years has taken the form of a constant flow of new and inventive visual styles. This consistently interesting graphic dialogue serves to create the dealership’s personality and reinforce its smart, high-end identity.

These ads inevitable provide the challenge of packing in a ton of sales information without sacrificing the dramatic impact that demands the reader’s attention. Access to Harley-Davidson’s image archives allows me to have a little fun, too.

Roaring out of the Pacific Ocean into the pale light of a sickle moon — it’s the Night Rider (supply your own citizenry-terrifying folkloric explanation here). And what would a svelte apparition such as this ride? A Harley Fat Boy, of course.

Introduced in an ad, then rolled out in a series of posters, T-shirts and hoodies, the Night Rider has become the unofficial mascot of Santa Cruz Harley-Davidson.

Roxie! The second of Santa Cruz Harley’s two stylized pinup girls, and the tougher of the pair. These two vintage motorcycle lovers were created for the Santa Cruz Harley dealership. Like Veronica, Roxie was introduced through a print ad, then brought to T-shirts

These illustrations combine digital technology with old-fashioned pencil lead; a loose graphite sketch itself is scanned, edited and careful colorized to produce the final result.

Why “Roxie”? Well, much like Veronica …

Veronica! The first of a pair of stylized pinup girls astride vintage motorcycles, both created for the Santa Cruz Harley dealership. She made her debut in a print advertisement, but popular demand soon brought her to T-shirts.

These illustrations combine digital technology with old-fashioned pencil lead; a loose graphite sketch itself is scanned, edited and careful colorized to produce the final result.

Why “Veronica”? Hmm, seems to me as though she named herself.

(As did Roxie.)