Lexus Brand Stewardship & Creative Oversight

Jun 1

Lexus Brand Stewardship & Creative Oversight

Lexus demands precision and consistency across every expression of its global luxury brand. Super Pony’s Creative Director, Amelia Stier, provided creative oversight and brand stewardship across key touchpoints—elevating quality, guiding final approvals, and ensuring cohesion across campaigns, photography, and print and digital materials during her tenure as Associate Design Director at the brand’s agency of record.

Challenge
Lexus had an established brand system—but maintaining its relevance while attracting a new generation of affluent buyers required thoughtful creative stewardship. The challenge wasn’t just managing the system—it was evolving it strategically and ensuring premium execution across every touchpoint, from campaign visuals to dealership experiences, without compromising the brand’s core identity.

Approach
Amelia led brand stewardship and creative execution for Lexus across the U.S. market—setting the tone for global adoption. She directed a full overhaul of print and digital model brochures, introducing a more interactive, platform-native experience. Her work also included art direction for major vehicle shoots, partnership with Lexus Europe on multiple launches, and creative oversight across dealership programs and bespoke brand activations—all unified by a focus on luxury storytelling and brand consistency.

Role
Responsible for creative oversight, photography direction, and cross-market brand execution as Associate Design Director at Lexus’s agency of record, Team One (2018–2022).

Stakeholders
Lexus U.S. Brand Team, Lexus Europe, Team One creative teams & leadership, production vendors, photographers, dealership partners.

Impact
– Maintained brand consistency across Lexus communications for 4+ years
– Provided brand stewardship across Lexus’s most high-visibility market, with system refinements later adopted globally
– Streamlined production quality and ensured cohesive execution across all touchpoints
– Transformed static brochures into interactive, digitally native tools
– Contributed to a 9% U.S. sales increase leading into 2019, with Lexus outperforming key luxury competitors in post-pandemic recovery

Deliverables
– Brand stewardship and ongoing visual system refinement
– Print and digital model brochures, including interactive formats
– Art direction for model launch campaign photography
– Oversight of campaign execution and brand consistency across all touchpoints
– Print production management and cross-market coordination
– Creative support for dealer programs, activations, and special projects