Case study 

Creating an identity for a new sphere of business

Landmarks helped Lexus define and implement a pan-European used car brand

The challenge

With new car sales slowing due to global economic conditions, Lexus Europe realised the potential of a dedicated brand under which to sell pre-owned vehicles. With a reputation for high quality and dependability, a major challenge was to define a brand specific to pre-owned Lexus vehicles without detracting from new car sales.

The Landmarks Solution

After extensive market research, Landmarks created the name and visual identity for Lexus SELECT. We developed guidelines to ensure consistent application, and to explain how retailers could introduce SELECT within their own operations. Customers were reassured that any pre-owned Lexus sold under the SELECT brand came with class-leading warranty and the same attention to customer satisfaction as new vehicles.

Design Thinking

In order to establish a pan-European programme, Landmarks worked with multiple markets during the development phase, pilot-testing in retailers across Europe.

Following the success of the pilot, we rolled-out the SELECT identity to all markets.

In developing the SELECT brand, we provided the tools for consistent, multilingual, application across media.
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