Lexus Global Design Guidelines

Articulating a comprehensive and scalable design system, we developed this global brand guideline to help ensure accurate and consistent Lexus messaging across every continent, and every touchpoint.

Key to building one of the world’s most progressive luxury brands is the accuracy and consistency with which every message in each channel is delivered. Because Team One is the AOR of Lexus in the U.S. and we handle all Broadcast, Digital, Social Media, Experiential, RM, POS and Collateral, we are acutely aware of the rigor that a global design system must adapt to. The result is a comprehensive design system guideline that not only shows but importantly teaches.

The work we did developing and articulating a brand design system for Lexus in the U.S. was so successful that it was adapted to the global market.