Lexus launches digital campaign for Global Design Team

Lexus has launched a new digital campaign to highlight the work of its global Color, Material, and Finish (CMF) design team. The campaign offers an exclusive look into the creative process of designers from Lexus Design in Japan, CALTY Design Research in California, and ED² in France. The objective is to showcase how these designers create an emotional and sensory experience within Lexus vehicles, from interior and exterior colors to textures, light, sound, and scent. This human-centered approach is rooted in the Japanese principle of omotenashi, which emphasizes anticipating a guest’s needs. The campaign features in-depth interviews and curated stories to provide audiences with insight into the role of CMF design in shaping the brand’s identity. According to Momoko Okamoto, a color design specialist at Lexus, the campaign is meant to showcase the “passion and creativity” and the “thoughtful mindset” that goes into every detail of a Lexus vehicle. The company also notes its alignment with sustainable mobility, using electric energy and responsibly sourced materials in its manufacturing.