Let it ride Coming up with an appropriate idea for Harley-Davidson's centennial was a "headscratcher," admits Carmichael Lynch associate creative director Sheldon Clay.

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Coming up with an appropriate idea for Harley-Davidson’s centennial was a “headscratcher,” admits Carmichael Lynch associate creative director Sheldon Clay.

How could the agency acknowledge the milestone without intruding on the “Eternal truths” tone—the foundation of the shop’s Kelly Award-winning print work?

The answer: two simple sentences that play off the long-running theme: “True for the first 100 years.

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