© 2014-2023 Aliaksandr Drozd
lexus declaration
Inspired by a vision that anticipates the future
As we usher in a new era of Lexus, it's important to remember our roots. The Lexus Declaration, which defined the founding principles of our brand when it was launched in 1989, remains our guiding light today. Words may change from time to time to better express the essence of the era we live in, but the spirit of the Lexus Declaration itself remains the same, as does our purpose to bring unique value to the world.
We do not just move people in space, we set in motion their feelings.
AKIO TOYODA
The concept is based on the paradigm of luxury presented in the brand book, which is brought into life through new experiences and unique discoveries. It allows you to explore and take pleasure in adventures. The visual part of the calendar is a fine allusion to grasping the beauty of the world around, which is an intrinsic Japanese feature. In this case the car is a mediator that helps to reach the cherished goal in search of new discoveries, maneuvering between two, it seems, mutually exclusive spaces. It is, on the one hand, the area of pure nature, and the area of the manmade, of what is created by people for people, on the other. Thus, we realize the concept of YET (complementarity of mutually exclusive objects and phenomena), which is the key position of our brand.
table calendar-notepad with thick cardboard basis and magnet flap
A4 day planner with embossing and strap for a pen
A5 day planner with embossing, clasp and metallic sticker
A6 day planner with embossing
box with magnet flap on the lid
white silkscreen
I made a limited collection of gifts for the official dealer of Lexus in Russia. There was a set of promotional materials for regular customers: a wall calendar, a desk calendar, and a pack of notebooks in a paper box. The main idea of this company was the inextricable connection between nature and human, as well as the presence of common patterns that help strengthen this relationship. To build up this concept, I proposed to go on a journey between the urban and rural worlds, getting to know this world at the micro and macro levels. Collaging images has created a stunning visual effect and made the calendar a collector's item.
Print
Concept
Copywriting
Visualization
Packaging
Prepress
Concept
Copywriting
Visualization
Packaging
Prepress