In a world constantly chasing the next algorithm, upgrade, or AI breakthrough—the emotional experience is often left behind. But for Lexus, beyond being mechanically excellent, they hold themselves to a higher standard: that technology should move people, not just forward — but deeply and meaningfully.
Together, we’ve helped them reveal their newly articulated brand promise: The Standard of Amazing. It builds on a legacy of technical precision (“Pursuit of Perfection”) and emotional resonance (“Experience Amazing”), setting a new benchmark for luxury—where every innovation must deliver a visceral, human connection.
As our Chief Creative Officer Chris Graves puts it: “‘The Standard of Amazing’ is a modern distillation of Lexus’ brand philosophy aimed at the next generation of luxury buyers, those who seek both cutting-edge advancements and a deeper sense of meaning in what they drive. By re-establishing the driver at the center, Lexus is ensuring that innovation doesn’t come at the cost of emotional connection.”
Team One Helps Lexus Reveal New Brand Promise “The Standard of Amazing”
