Buell takes their creative journey to the next level with Alias SketchBook Pro
by Shawna Fryer

Buell Motorcycle Company, a subsidiary of Harley-Davidson, wants its customers to enjoy the journey as much as the destination. Riding a motorcycle should be fun. The award-winning designers at Buell take this fun very seriously.

“Nobody needs a motorcycle, they want one. It represents freedom, speed, form, sport, an entire lifestyle. If it stirs your soul to action and then delivers with a great ride, we are successful,” says Buell Industrial Design Manager Mike Samarzja.

Buell focuses solely on sport motorcycles whose designs are innovative and artistic. A marriage of solid engineering and beauty, they have garnered industry acclaim and recognition. The Chicago Athenaeum Museum of Architecture and Design has awarded them several Good Design awards, and they have won many international design contests. Unlike their competition, they keep the designs simple and don’t cover up the internal parts with plastic. This naked styling is a design feature that’s both fresh and beautiful. “Our job is to make it supremely fit for its use and be visually exciting,” says Samarzja.

Buell’s design process is similar to that of other automotive companies: sketch, clay, CAD, CNC prototype part, and finally production. But, that’s where the similarities to other companies stop. What comes out of that process must be ultimately unique. In order to continue producing original designs, it is important that innovative technology is mixed with artistic vision. Design tools play an important role throughout the entire process. Words like responsive, streamlined, and performance refer not only to the finished product, but also to these creative devices.

Who knew computer design software could have so much in common with a motorcycle? Buell’s design teams use Alias SketchBook Pro for the same reasons customers buy their bikes: innovative technology mixed with the right amount of fun and enjoyment.

“The SketchBook Pro interface is very intuitive and natural. The user jumps right into being productive. I can make my sketches and renderings much more punchy because of the virtual tools and colours right there,” says Buell designer Nick Zeidler. “SketchBook is extremely easy to use. Time isn’t wasted reading manuals or going through extensive tutorials.” When an innovative idea strikes, the tools are ready to capture it.

Like the Buell motorcycles it helps to create, SketchBook Pro is highly responsive, fast, and enjoyable. Designers are able to enjoy the creative process as much as the finished product. “The many tools at my fingertips, from HB pencil to airbrush, improve on efficiency and creativity,” says Zeidler. This creativity makes Buell motorcycles stand out in the crowd.

A favourite SketchBook Pro feature among Buell designers is the undo function. “It’s a safety net that allows the user to freely lay down some lines without fear of destroying a sketch,” comments Zeidler. “Too bad we can’t apply that to more things in life!” When experimenting with cutting edge design, this freedom is invaluable. Designers are able to focus entirely on creativity without concerns about expensive, time consuming corrections.

Efficiency is also essential in Buell’s design studios. “SketchBook Pro allows me to take screen shots and jump right into sketching with a whole arsenal of tools. I can also make a copy and change a concept quickly,” says Zeidler. Sharing designs and concepts is also more streamlined, enhancing teamwork and productivity. “Bringing a natural sketch interface together with the power and versatility of computing takes sketching to the next level,” adds Zeidler.

Buell’s success is the result of impeccable design, originality, and customer satisfaction. So it’s no surprise that Buell designers choose to use products, like SketchBook Pro, that share these principles. “Alias is a forward thinking company…it’s all about creative license, design, and visualization here,” says Doug Walker, president of Alias. “We will be there as a partner in the process offering tools and services to help meet our customers’ business objectives.” Both companies encourage their customers to express themselves, enjoy the journey, and be unique. And, above all else, have fun.