Lexus Empathetic Leaders

Overview:
Lexus partnered with Black Enterprise to launch Empathetic Leaders, a dynamic digital campaign designed to introduce the Lexus LS model to Black and African American entrepreneurs and professionals. The goal was to align the sophistication, innovation, and forward-thinking design of the Lexus LS with the values and influence of modern Black leadership.

Campaign Concept:
At the heart of this initiative were five deeply engaging profiles of prominent business executives, entrepreneurs, and professionals who represent the new face of leadership in America. Through compelling editorial content and exclusive video interviews, we celebrated individuals who not only lead with excellence in their industries but also prioritize uplifting their communities through mentorship, philanthropy, and advocacy.

My Contributions:

• Landing Page Design & Development:
  I led the design and development of the campaign’s central digital hub—an immersive landing page that featured all five profiles. Each section was thoughtfully structured to highlight the featured video interviews alongside the corresponding articles, providing a seamless user experience that encouraged deeper engagement with the content. I collaborated closely with the Ad Operations Manager to integrate rich media banner advertising throughout the page to maximize visibility and promote the Lexus LS brand experience.
• Email Marketing:
  To support the campaign’s outreach and drive traffic to the landing page, I created a series of promotional email blasts targeted to Black Enterprise’s audience. These emails were designed to be visually aligned with the Lexus brand while optimized for high engagement through clear CTAs, compelling visuals, and responsive formatting.

Impact:
The Empathetic Leaders campaign successfully elevated Lexus’s brand presence among a key demographic by connecting the LS model to themes of empowerment, leadership, and legacy. Through strategic storytelling and thoughtful digital design, the campaign amplified voices that reflect the values of the Lexus brand, leaving a lasting impression on our audience.