The Lexus LC was the car that shouldn't exist, and Lexus needed a completely new global brand voice that didn't yet exist. No more fluff. No more hyperbole. Lexus had to be direct and confident to compete with an entirely new class of high performance cars. We developed a new global brand voice and tone that I dubbed "product swagger."
Art Director: Quoc Lu
Designer: Braden Wise
Creative Director: Tyler Doupe´
Design Director: Tim Meraz