Combining speed, safety, comfort, and elegance, the Lexus story began in 1983 with a vision to create the world’s finest luxury car. Today, Lexus has successfully penetrated major markets around the world, including the UAE, with Al-Futtaim Motors acting as the exclusive distributor for its premium line of automobiles.

Lexus assigned Pico to assist in revamping their brand image to sharpen the portrayal of the ‘premium feel’ their customers experience. Our brand activation team’s goal was to provide Lexus with a new and improved premium identity. The team began with the ‘L’ logo design, taking it to new heights by creating a new brand guideline, colour palette, marketing campaigns and brand activation platforms which perfectly captured the luxurious elegance of the brand.

From design concept to execution, branding, signage, brand guides and digital media conceptualisation, Pico succeeded in refining the premium identity of Lexus in the UAE.