Polaris Snowmobiles

Project Overview
Celebrating 40 years of an icon
Team
Creative Director: Erik Herberg
Animation: Christopher Craig
Copy: April Smasal
Create a full brand campaign for the 40th anniversary of the Polaris Indy, one of the most storied snowmobiles ever built. The work needed to honor the machine's legacy while still feeling current and worth celebrating.
Designed and executed a campaign that wove together vintage archival imagery, anniversary apparel, environmental signage, outdoor advertising, print ads, and event materials. Each piece was built to feel like it belonged to the same 40-year story.
A cohesive heritage campaign spanning outdoor, print, digital, apparel, and signage. The visual system carried the weight of 40 years without feeling like a museum exhibit.
Polaris Indy 40th Anniversary Merch GIF
Polaris Indy 40th Anniversary Towel Image
Polaris Indy 40th Anniversary, Snowmobile Parking Sign
Polaris Indy 40th Anniversary Outdoor Signage Example
Polaris Indy 40th Anniversary, garage product mockup
Polaris Indy 40th Anniversary Thumbnail - Print Examples
Polaris Indy 40th Anniversary, Outdoor Trail Ad
Polaris Indy 40th Anniversary Out door Billboard
Polaris Indy 40th Anniversary Outdoor Billboard
Polaris Indy 40th Anniversary Retro Image
Polaris Indy 40th Anniversary Graphic Toolkit
Polaris Indy 40th Anniversary Print Ad Spread ExampplePolaris Indy 40th Anniversary Print Single Page AdPolaris Indy 40th Anniversary Graphic Example
Polaris Indy 40th Anniversary Single Page Print Ad RedPolaris Indy 40th Anniversary Single Page Print Ad Blue

Outcomes

01
Heritage to Present
Vintage archival assets and new campaign imagery brought together into a single cohesive visual story spanning four decades.
02
Every surface Covered
Outdoor, print, apparel, tin tackers, shop rags, news ads, posters and flags -- the Indy 40th showed up everywhere it needed to.
03
Built to Last
A campaign system designed to feel as significant as the milestone it was marking -- not a one-off anniversary, but a real cultural moment for the brand.