Lexus Brand Brochure
Elevating the story of Lexus beyond the cumulative features and specs of their vehicles, we created a magazine that focused on the unexpected people and stories behind the luxury automotive brand.
How does an automotive brand, world-renowned for its rational benefits of quality, dependability and reliability appeal to those more swayed by emotion? By targeting them directly–the skeptics, the nonbelievers–in a place where you’ll most likely find them: at an autoshow. Instead of creating the typical autoshow flyer comprised of a few traditional images and specs, we crafted a 96-page magazine that not only showcased the entire Lexus collection of vehicles, it represented a clrar division from the Lexus of the past and the future. We called it The Line. Filled with unexpected stories about the people and ideas behind the brand, each told in an unconventional way, we didn’t just tell them how Lexus was different. We showed them.
The storytelling was organized through the lenses of performance, innovation and design. Stories ranged from a comprehensive dive into the unique history of the F Performance division to a provocative look at how a single leaf inspired one of the world’s most celebrated concept vehicles.
The Line quickly went from a low-profile assignment for the US market to a primary expression of the brand’s new identity that was referenced worldwide. All while Lexus sales reached record heights, largely due to an influx of new, younger buyers.
