See Lexus
Clients: Lexus, Five & Done
Always more than a car company, Lexus is a lifestyle brand that encompasses an expansive world of creativity—from yachts to hoverboards and fashion to poetry.
The Challenge: How might we make a digital hub that unified all that into one cohesive vision—for customers and Lexus?
What I Did
Lexus’s content was spread across different platforms, internal departments, third-party vendors, audiences, and verticals. At the same time, Lexus had revamped their brand to appeal to a younger, more diverse demographic. The agency Five & Done brought me in as a strategic partner to solve this tangle.
By using the new brand, I unified the vision so Lexus could re-organize over 5,000 pieces of content (which I audited manually). I then pitched the solution to Lexus leadership. This gave Five & Done and I a greenlight to push forward on project and development needs. We launched the hub 6 months later. I also worked with enterprise and agency partners on a roadmap to migrate and build the next iteration of the scalable experience, ensuring the extensive volume of content and back-end governance remained centralized.
Success Stats
- 50,000 Total Page Views
- 1,000 pieces of content consolidated
- Unified messaging across 12 verticals—from Lexus Verses and Flow to Lexus Culinary Classic
- 2x 2018 Platinum Winner for Website & Digital Magazine Design —Creativity International Awards
- Five & Done still showcases this case study on their website!
Expertise
- Product & UX Strategy
- UX Research & Data Analysis
- Content Strategy & UX Writing
- Creative Strategy
- Client & Project Management
Concept → Launch
Behind the beautiful interface was a spreadsheet that audited, mapped and tracked where every piece of content lived, who owned it, and whether it needed a home on the new brand hub.
In my pitch to executives, I demonstrated how the new brand strategy and market research intersected with our proposed solution.
The responsive website included subtle animation and motion graphics. You can see that the user journey connected the audience back to the main site and vice versa.
“Sarah was a conductor. She knew where to take us and how to get us there.”
Andrea Lim · Digital Communications Manager · LEXUS