Founded in 1912, Farrow is the oldest Harley-Davidson dealership in America. Under new ownership, the challenge was clear: honor a century of history while building a brand ready for the next generation of riders.

The work started by digging into the dealership's origin story, uncovering not just Alfred D. Farrow but Lilly Farrow, the pioneer who carried the company through the Great Depression and World War II. That story became the foundation for everything. The name was simplified from A.D. Farrow to Farrow, grounding the brand in something more familiar and community-rooted. Messaging leaned into radical authenticity, celebrating riders, rebels, and rule-breakers with a voice that is bold, unapologetic, and deeply tied to place and history. The result is a modern identity that rides with the soul of Harley's oldest dealership, clear about where it came from and confident about where it's going.