Brand launch at 170mph
Lexus came to us to develop a comprehensive identity for their F-Sport line of performance parts. The challenge was to visually define a brand that could translate against a global market of aftermarket competitors and make an instant impact at launch. Success would be in finding the correct balance between two opposing ideas — classic, refined luxury and aggressive, growling performance. The launch was so instantly successful that it was adopted as the vehicle line halo brand.
