Every year 500,000 people converge on Sturgis, South Dakota. The roar of the engines can be heard from miles away. Ole Smoky asked us to make those who go there—on their yearly pilgrimage of leather, road dust and exhaust—proud to call Ole Smoky their own. Ole Smoky is, of course, the official moonshine of Sturgis and we took this assignment on with glee. The overall design for Sturgis took on a respectful air that celebrates—with honor—the event's history and pride. The work, however, is firmly planted in the voice and attitude of the people that love this event so much. From posters to commemorative tins to t-shirts and bandanas, we celebrate with each and every Sturgis fanatic who certainly know how to have a good time and pass the jar.