Lex Design Cases
1 case across 1 studio
Designers behind the work
Designers and creative leads credited on Lex projects in press coverage.
News & interviews
- Gaming Goes Goblin-mode
BP&O · Mar 5, 2026
BP&O’s Emily Gosling reviews Koto’s rebrand for Marblex, a blockchain gaming platform founded by Netmarble. The new identity centers on a mischievous goblin mascot named Goby, using neon green and playful typography to inject fun and personality into the Web3 gaming space. The project reframes Marblex from a technical platform to an imaginative gaming ecosystem.
- Meet Otto, the independent studio behind Olivia Dean’s album campaigns
The Brand Identity · Mar 4, 2026 · Interview
The Brand Identity interviews Leeds-based studio Otto, founded by Teo Villacci and Liam Kay, about their journey from post-pandemic freelancing to creating high-profile campaigns for Olivia Dean and other clients. The duo discuss their process-driven approach that prioritises feeling and context over trends, their cross-industry adaptability, and their ambitions to grow while staying hands-on. The conversation highlights Otto’s resourcefulness, collaborative ethos, and commitment to authentic, cohesive design work across music, fashion, and wellness sectors.
OttoOlivia DeanGoalhangerbranding - Adverts Set to Increase in Length
It's Nice That · Sep 4, 2025
Liz Gorny’s opinion piece for It’s Nice That explores the resurgence of long-form advertising, as brands like Nike, Cash App, Adidas, Patagonia, and Rapha invest in cinematic and editorial storytelling. The article contrasts this trend with the short-form dominance of TikTok, suggesting audiences are seeking more depth and intentionality. Through interviews with Nike’s Matthew Kneller and Cash App’s Zack Ashley, it highlights how brands are using slower, more reflective formats to build emotional resonance.
- Studio Freight Launches Comet Browser Concept Without Existing Product
The Brand Identity · Aug 8, 2025
Studio Freight collaborated with Perplexity to launch Comet, an AI-powered browser concept, before the product itself existed. The project used cosmic metaphors, AI-generated visuals, and seamless motion to express the browser’s potential experience. The result is a visually immersive website and campaign that bridges space and humanity while hinting at the future of intelligent browsing.
Studio FreightPerplexitydigital - Lexus Introduces 'The Standard of Amazing' as New Luxury Vision
Creative Boom · May 21, 2025
Lexus has launched a new global brand platform, 'The Standard of Amazing', developed with creative agency Team One. The campaign repositions Lexus around emotional connection and human-centric luxury, featuring cinematic storytelling directed by Johan Renck and photography by Clemens Asher. It marks a strategic evolution of the brand’s identity and will inform all future marketing and product communications.
Team OneLexusadvertising - "Lexus Showcases Human-Centered Design at Milan 2025"
Creative Boom · Apr 8, 2025
Creative Boom reports from Milan Design Week 2025, where Lexus unveiled its Black Butterfly concept through immersive installations exploring the intersection of technology, emotion, and human connection. Collaborating with Japanese studios SIX and STUDEO, Lexus presented A-Un and Discover Together, blending craft, AI, and interactive design to express its evolving design philosophy. The exhibition highlighted Lexus’s commitment to human-centred innovation and its ongoing support for emerging creators through the Lexus Design Award.
SIXSTUDEOBascule Inc.Lexusspatial_design - "Smith & Diction: Redefining Design in Philadelphia"
Creative Boom · Feb 4, 2025
Creative Boom profiles Philadelphia-based design studio Smith & Diction, co-founded by Mike and Chara Smith. The article explores the studio’s origins, creative philosophy, and collaborative culture, highlighting key projects such as Perplexity, The Rail Park, and Living Roots Wine & Co. It paints a portrait of a small but passionate team committed to thoughtful, boundary-pushing design rooted in their love for Philly.
Smith & Diction160over90Charity WaterPerplexityThe Rail Parkbranding - Lexus' Smallest Model Delivers Unexpected 'Big Car Energy'
Creative Boom · Jan 16, 2025
Creative Boom’s Abbey Bamford explores the design of Lexus’ smallest model yet, the LBX, a compact hybrid crossover aimed at younger urban drivers. The article highlights how the LBX combines luxury craftsmanship with accessibility, featuring design influences from Japanese culture and Lexus’ tazuna concept for driver engagement. It praises the car’s refined aesthetics, quiet cabin, and thoughtful ergonomics as a redefinition of small-car luxury.
Lexusproduct_design - Lexus's Future: Sensory Interiors and Eco-Friendly Innovations
Creative Boom · Jan 6, 2025 · Interview
Creative Boom’s feature explores how Lexus is redefining luxury automotive design through sensorial interiors, sustainable materials, and human-centric innovation. Chief designer Sellene Lee discusses the evolution of CMF design at CALTY Design Research, while Heather Updegraff outlines Lexus’s broader brand vision and diversification beyond electric vehicles. The article highlights Lexus’s commitment to craftsmanship, sustainability, and emotional connection in design.
CALTY Design ResearchLexusToyota Motor Corporationproduct_design - Lexus Debuts Eco-Friendly Art Installation in Miami with Crafting Plastics
Creative Boom · Dec 4, 2024
Lexus collaborated with Bratislava-based studio Crafting Plastics to unveil 'Liminal Cycles', a responsive bioplastic installation at Miami Art & Design Week 2024. Made from the studio’s proprietary Nuatan material, the sculpture reacts to UV light and human proximity, exploring the intersection of sustainability, technology, and design. The project demonstrates Lexus’s commitment to material innovation and Crafting Plastics’ ambition to scale biomaterials for larger applications.
Crafting PlasticsLexusInstitute of Contemporary Art, Miami (ICA Miami)spatial_design