Lexus site drives web design further

It seems fitting that with Lexus' new brand direction - summed up as 'Creating Amazing' - the luxury car manufacturer would turn to Manchester, UK-based agency Amaze to translate this direction into a new pan-European digital presence. "We were asked to 'create amazing online'," explains Ross Mawdsley, the agency’s creative director. "Amaze has been the lead digital agency of Lexus Europe for the past eight years," Mawdsley continues, "implementing and managing digital brand and marketing developments, product campaigns and CMS integrations."

As he explains: "If you look at the majority of car sites now, they all look the same. For the homepage, they mostly have one hero image, with three callouts below. When you get to an area of the site relating to a car model, they are generally built up of a number of pages - car configurator, gallery, specifications, highlights and so on.

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