Lexus F-Sport
Lexus
Turning heads as fast as corners
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.
Branding at 472 horsepower
The imagery was key, leveraging the extreme angles of aggressive racetrack photography, but in the controlled studio setting of a luxury car shoot. Lighting was action-oriented with glows, blurred lines and lightning bolt highlights. This set the stage for an extended brand language of luscious, smoke-filled layouts; rich blue, black, and chrome color palettes; and classic brand typography. The launch was so successful that the brand has been adopted globally into the full line of Lexus vehicles as the flagship performance trim level.
Driving the Story
The luxury sales experience extended from trade shows to dealerships and even to the racetrack. Our team was responsible for showroom displays, demo animations, digital marketing, the microsite, and all manner of customer engagement materials.
Key takeaways
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Complete identity creation and brand launch
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Positioning strategy and campaign planning
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Brand application into every aspect of the sales funnel
What we did
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Identity design and brand guidelines
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Studio and location photography
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Showroom and trade show environmental design
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Full suite of campaign assets, digital properties, and sales collateral
Parts as sculpture
One key insight was drawn from the parts themselves. The level of precision in the machining and engineering of the product was stunning — and really sexy. The fit. The finish. The materials. These things looked impressive sitting on the shelf not to mention gracing an IS350. We highlighted this with extreme close-ups and ultra high-resolution photography that revealed extra levels of materiality and craftsmanship. Often parts would hold an entire layout as sculptural hero images.