Known for their craftsmanship and safety, Lexus historically resonated well with mature drivers over their 24 years in existence but lacked appeal with a younger audience. As they approached the launch their new and dramatically redesigned IS model, they recognized a unique opportunity to tell a more engaging brand story that would properly reflect the brand and its progressive shift. To achieve this, Lexus required a complete refresh of the existing .com experience that would represent it’s continued focus on design, performance and technology to ultimately create a more emotional connection with the brand.
A bold new design language was created to align with that of the new vehicle design and content re-architected to be engaging for visitors as they explore and learn about the brand, innovations and vehicle line-up. Tools to compare models, configure vehicles and locate dealers, were incorporated within a fully responsive platform.