Objective

The objective for this project was a global brand shift- they wanted to be recognised by the premium consumers with a consolidating brand message. They wanted to launch their LC 500 & Lexus LS by creating amazing experience which transits function into emotions as well as performance into passion & technology into imagination. 

Target Audience

Engage with a broad conquest audience, specifically focused on Experiential Masters (who on the surface appear to have very similar traits to Affluent Millennials). They are influencers across the wider premium automotive market. They pursue key experiences with design being important to them.

Brand Differentiators 

I worked along with the content strategist to work out the brand differentiators so it could help me design something extraordinary and different from their competitors.  

Underlying Challenges

Shift the brand
Celebrate the new product line up
Position as a luxury lifestyle brand
Increase global distribution

Design Execution & Validation

I designed for both mobile and desktop in Andriod and iOS. I executed journeys, wireframes, prototypes and design specs.

Result