How do you stand out in a world of ubiquitous luxury while reaffirming what your core audience loves about you? By returning to the core of your brand.
Globally Lexus had stood upon 'Experience Amazing', but in Canada, it had become a challenge to build distinct and consistent communications from that positioning. While it had the right ambition, it lacked specificity.
We were renowned for quality, but lacked the emotional connection necessary to move people into the purchase of a luxury and premium-priced vehicle.
Through 2023 and 2024, and together with my account and strategic partners, we led a massive effort to to build a new ownable and actionable expression of Lexus—a new Canadian Platform.
We took inspiration from Lexus' roots. From its very beginning, Lexus was purpose-built, crafted even, to provide the very best luxury car possible, from the ground up. Every component, every touch, expertly crafted so you could experience amazing.
And there it was. The emotional side of quality. Craft. The intent, the passion that delivers the highest quality. And that's where we took the brand.
Craft driven for moments that drive you.
The beginning of an all new, all connected platform, reigniting passion for what had become a rational choice in the world of luxury, and giving the brand a new way into new conversations with its audiences, based on a shared love of craft, for years to come.