The 2017 Lexus IS launch represented a monumental shift in strategy for the first time in the vehicle’s life. From inception, the IS had always been placed on the track and sold as a track-tuned sedan. For the 2017 model year, we thought it was time to take the IS off the track and make it the vehicle that was perfect for the millennial, share worthy lifestyle.

The language used in the brochure was aspirational and polarizing. Wanting readers to feel like buying the IS would make them the center of attention. The notion of “stand out loud” was what the book was based around and used as for the overall messaging throughout the brochure. With the majority of imagery being lifestyle and off the track, hints of exhilarating copy add a dose of adrenaline as you flip through.