The Deeley Motorcycle Exhibition launched Rider’s Choice, a themed experience that provides a personal and engaging showcase of one of Canada’s largest private motorcycle collections. The exhibit invited people connected to the collection to choose their favourite motorcycles, resulting in 70 unique displays with custom graphics and personal stories. For the first time, the entire collection of over 250 motorcycles was also featured through photography, giving visitors a chance to explore the full archive beyond what was physically on display.

The brand identity for the exhibit was developed, alongside the direction of design and implementation for all aspects of the exhibition plan. Working closely with the Deeley Group, our team developed a strategy to present the collection from a fresh perspective, one that resonates emotionally with a wider audience. We created interpretive graphics and custom displays for each selected motorcycle, highlighting the personal choices and stories behind them.