Lexus – Brand Stewardship & Creative Oversight

May 1

Lexus Brand Stewardship & Creative Oversight

Creative oversight and brand stewardship across key touchpoints for the global luxury automotive brand, ensuring consistency, elevating quality, and providing final brand sign-off. Oversaw evolving visual systems, campaign execution, and print/digital brochure innovation while serving as Associate Design Director at Lexus’s agency of record.

Challenge
Lexus had an established brand system—but maintaining its relevance while attracting a new generation of affluent buyers required thoughtful creative stewardship. The challenge wasn’t just managing the system—it was evolving it strategically and ensuring premium execution across every touchpoint, from campaign visuals to dealership experiences, without compromising the brand’s core identity.

Approach
At Team One I led brand stewardship and creative execution across the U.S. market—setting the tone for eventual global adoption. I directed the overhaul of both print and digital model brochures, pitching and implementing a more interactive, platform-native experience. I also art-directed major vehicle shoots, overseeing every phase from pre-production through final delivery, as well as partnering with Lexus Europe on several launches. Additional contributions included dealership programs, bespoke brand activations, and experimental campaign work, always with a focus on luxury storytelling and brand consistency.

Role
Served as Associate Design Director at Lexus’s agency of record, Team One, overseeing brand stewardship and execution across U.S. touchpoints from 2018–2022.

Stakeholders
Lexus U.S. Brand Team, Lexus Europe, Team One creative teams & leadership, production vendors, photographers, dealership partners.

Impact
– Maintained brand consistency across Lexus communications for 4+ years
– Provided brand stewardship across Lexus’s most high-visibility market, with system refinements later adopted globally
– Streamlined production quality and ensured cohesive execution across all touchpoints
– Transformed static brochures into interactive, digitally native tools
– Contributed to a 9% U.S. sales increase leading into 2019, with Lexus outperforming key luxury competitors in post-pandemic recovery

Deliverables
– Brand stewardship and ongoing visual system refinement
– Print and digital model brochures, including interactive formats
– Art direction for RX, LX, IS, and NX campaign photography
– Oversight of campaign execution and brand consistency across all touchpoints
– Print production management and cross-market coordination
– Creative support for dealer programs, activations, and special projects