Lexus are continually setting new standards in the automotive industry. Integral to their business is the Japanese philosophy of ‘kaizen’ (the art of continuous improvement). By applying kaizen to all that they do, the Lexus brand is constantly advancing. Our seven-year relationship with Lexus has been a constant test of our creative aptitude, through a diverse range of disciplines including brand support, B2B and consumer communication.
Lexus Select
A premium car brand launching a used car business could easily provoke unwanted or mixed messages. We used ‘Lexus Select’ as an opportunity to reinforce the perception of quality and value for money offered by Lexus cars. Producing identity and retailer guidelines, point of sale material, customer brochures, online branding and campaigns across the pan-European Lexus network of 26 countries, we helped expose the Lexus brand to a new customer base while providing the foundation of a new profit centre in today’s difficult economic environment.
Thought leaders
Today’s Lexus customers are thinking more carefully about how they spend money, what luxury itself means and what luxury costs within a global context. In 2009, the launch of the new generation RX 450h hybrid brought customers luxury with a conscience. In helping Lexus to establish the RX 450h communication platform, Landmarks Amaze provided comprehensive online guidelines that encouraged values of elegance, thoughtfulness and technological sophistication for new ways of living.
The pursuit of perfection
In 2005, Lexus Europe embraced their Japanese heritage to evaluate their brand positioning. By helping to define the identity of the new ‘upper liberal’ Lexus customer, we nurtured a new visual language through comprehensive Brand Standards and Brand Expression documents, helping to convert a mindset into clear customer communication - the starting point to launching a refreshed Lexus brand throughout Europe.