Scottland Yard 

Scottland Yard was created as a destination that brings Harley-Davidson’s rebel spirit into a new kind of community space. As one of the most innovative Harley-Davidson dealership groups in the world, Scott Fischer Enterprises partnered with Shook Kelley to name and brand its newest Fort Myers, Florida locations in a way that would feel both unmistakably Harley and distinctly its own. The brief centered on building a place that could rally the Harley tribe while welcoming a broader community around riding culture, music, and shared experience.

The brand work focused on translating that attitude into a name and identity system with real staying power. “Scottland Yard” captures both the personal legacy of Scott Fischer and a sense of territory—a place riders can claim as their own. The visual identity builds on that idea, combining bold, utility-driven elements with touches of wit and edge to create a mark and system that feel like a natural extension of Harley culture rather than a departure from it.

Across touchpoints, the identity supports Scottland Yard as more than a dealership—it’s positioned as a gathering place and destination. From signage and environmental graphics to communications and merchandise, the system reinforces a cohesive story: a community unlike any other, built for the riders who answer the call and for the people who gather around them.

Client: Scott Fischer Enterprises
Role: Branding, Identity, Art Direction
Firm: Shook Kelley
Team Lead: Sabrina Fan
Strategy: Jennifer Kim and Michael Powell