How We Curated the Many Expressions of Lexus into a Single Experience

What We Did

Lexus has always been more than a car company — it's a lifestyle brand that redefines luxury through innovation and design. From crafting yachts and hoverboards to partnering with Michelin-starred chefs and renowned fashion designers, Lexus has built an expansive world of creativity. But that story was incomplete and fractured. That's where we stepped in, to develop a cohesive digital hub that showcases the Lexus vision.

Lexus' Roadblock

Lexus' content was spread across different platforms, audiences, and verticals. This fragmentation made it harder to tell a clear, consistent story. At the same time, Lexus was also revamping their brand to appeal to younger, more diverse demographic — a mission that required a bold, cohesive, meticulously crafted solution.

Engineering the Brand Hub

Our team was on a mission to centralize Lexus' extensive volume of content, which required finding it, organizing it, and reformatting it. By aggregating over 1,000 pieces of content ranging from articles and videos to interactive elements, we ensured Lexus could showcase their full spectrum of innovation in a way that told their story.

We crafted a bold interface, relying on WebGL and Pixi.js to create an unforgettable, immersive experience. This made the Lexus story come to life in a completely new way and ultimately elevated existing content.