LEXUS

LEXUS

YEAR: 2022

Designed To Turn Heads

Lexus describe themselves as “brave, directional and premium”. This wasn’t coming across in the design or copy of their emails. And data showed that their audience simply weren’t engaging. We totally revamp the look and tone for the all-new Lexus RZ comms – until it totally speaks for itself.

[previous designs]

The previous layout felt cluttered, with inconsistent spacing, typography, and weak visual hierarchy that make it hard to follow. Headings and buttons vary in style, reducing clarity and impact.

Poor color contrast and uneven image alignment further detract from the polished look expected of a luxury brand. The content is overcrowded with too many unrelated messages, which dilutes focus and confuses the reader.

Process–Resolution

Process–Resolution

Large, confident headlines.  Increased padding. Motion blur backgrounds and animations to guide thumbs and cursors down.  A closer, cleaner visual connection  to the website. And from top to toe, snappy tone tailored to the recipient.  With cleaner design and more personable copy, engagement spiked. From the intricate leather stitching to feel of a button - every customer interaction should be a beautiful experience. We redefined the Lexus RZ and RX email look and feel to build a pathway for existing work to evolve towards and a solid foundation for the future.