INTERSECT BY LEXUS REBRAND
Brand | AL-FUTTAIM MOTORS - LEXUS |
Product/Service | INTERSECT BY LEXUS |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Rebrand / Refresh of an existing Brand |
Idea Creation
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Background
INTERSECT by Lexus is Lexus’ lifestyle-hub/restaurant brand in Tokyo, New York and Dubai.
But how do you translate the ethos of a luxury car to a restaurant brand? When Lexus gave us the task
of rebranding INTERSECT in Dubai, we naturally turned to Lexus’ founding principles for inspiration.
Describe the creative idea (40% of vote)
The ‘Takumi’ master craftsmen are the guardians of Lexus’ artisan philosophy, they give a human
touch to every aspect of Lexus design and development. One of the tests that the Takumi craftsmen
have to pass is the origami test. A test that demands great speed and skill under pressure. It was this
'Takumi' test that influenced the visual language for INTERSECT.
Describe the execution (40% of vote)
We created bespoke iconography using this origami test as a starting point which later influenced our
entire visual language for this rebrand. The paper folds became both a pattern to compliment the lexus
spindle grille motif and the skeleton for a layout grid system which ultimately helped us create a
recognizable visual language.
List the results (20% of vote)
With a budget of 90,000 USD for the rebrand, we had over 11.4% increase in sales.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
CCO |
Irfan Ghani |
Memac Ogilvy Dubai |
Head of Design & Animation |
Rhoderick Ballesteros |
Memac Ogilvy Dubai |
Designer and Illustrator |
Nada Selim |
Memac Ogilvy Dubai |
Designer |
Cesar Bautista |
Memac Ogilvy Dubai |
Designer and Illustrator |
Jordan Serrao |
Memac Ogilvy Dubai |
Designer |
Michael Marmito |
Memac Ogilvy Dubai |
Case Film Editor |
Hadi Ballout |
Memac Ogilvy Dubai |
Account Management |
Kenneth Daniel Monis |
Memac Ogilvy Dubai |
Account Management |
Apeksha Arora |
Memac Ogilvy Dubai |
Account Management |
Emma Hutchman |
Al-Futtaim Motors - Lexus |
Account Management |
Halil Asar |
Intersect by Lexus Ltd |
Account Management |
Nadeem Hassan / Devitha Ferrao |
Memac Ogilvy Dubai |
Print Production |