Client:
Ken Shaw Lexus
Project:
Campaign Design, Digital Marketing, Dealer Communications
Team:
LP/AD
My role:
Art Director & Senior Designer
Tools:
Photoshop, Illustrator, Figma, Adobe CC
Overview
Ken Shaw Lexus partnered with our team to rethink how a luxury dealership shows up during a period of rising interest rates and shifting buyer confidence. With sales pressure across the category, the challenge was to move beyond transactional ads and create campaigns that felt credible, local, and human, while still driving action.
The work spanned seasonal campaigns, paid social, web experiences, and print, all designed to support the sales funnel and reinforce trust at every touchpoint.
The Challenge
Luxury automotive sales were under pressure due to high borrowing costs and economic uncertainty. While national brand messaging remained aspirational, dealership-level communication needed to feel more personal, informative, and timely.
Ken Shaw Lexus required a flexible creative system that could support frequent campaigns, adapt across channels, and balance promotional urgency with long-term brand trust.
As Art Director, I led creative and execution across campaigns, social, web, and print. I partnered closely with strategy and account teams to shape campaign narratives, define layout systems, and ensure messaging balanced performance goals with brand credibility.
I was hands-on throughout design and production, developing scalable templates, refining visual hierarchy for conversion, and collaborating with developers and media teams to deliver production-ready assets across channels.
Strategy & Concept
Strategic Approach
The creative direction positioned Ken Shaw Lexus as both an authority and a trusted local name. Campaigns blended confident product storytelling with city-driven visuals and clear offers, designed to feel premium without feeling distant.
Key principles included:
• Clear hierarchy for offers and calls to action
• Strong product presence grounded in real-world contexts
• Modular layouts that scale across formats and timelines
• Local relevance without sacrificing brand standards
Execution
The work was delivered across multiple channels and formats, including:
• Paid social and digital display campaigns
• Website banners and landing page creative
• Print and magazine advertising
• Event and seasonal campaign assets
Visual systems were built to adapt quickly to new offers, models, and timelines while maintaining consistency and production efficiency.
Selective use of generative AI was incorporated to enhance and extend visual backgrounds, supporting the overall visual direction while maintaining brand consistency and production quality.
Outcome
The campaign system allowed Ken Shaw Lexus to respond quickly to market conditions while maintaining a cohesive brand presence. The modular approach supported frequent updates, improved clarity around offers, and reinforced trust through consistent, well-crafted creative across every touchpoint.
Where luxury meets local, and marketing meets momentum.
