CASE STUDIES

LEXUS IS 350 - SPEC AD CONCEPT

CAMPAIGN LINE: “If it doesn’t fit, you don’t need it.”

The 2026 Lexus IS 350 is a luxury sports sedan built for driving enthusiasts. With its naturally aspirated V6, sharp handling, and refined craftsmanship, it delivers a performance-first experience. But compared to rivals like the BMW 3-Series or Audi A4, the IS 350 offers less trunk and rear-seat space — a drawback often highlighted by reviewers.

BACKGROUND:

Create a print ad in the bold, copy-driven style of 1980s–1990s automotive campaigns that:

  • Transforms limited cargo space from a flaw into a feature

  • Reinforces the IS 350’s purpose: a driver’s car, not a utility vehicle

  • Positions the IS 350 for consumers who value the experience of the drive above all else

OBJECTIVE:

Most sedans in this category sell themselves as “performance + practicality.” The IS 350 can’t compete on storage — so the campaign needed to flip this limitation into a defining brand statement.

CHALLENGE:

Reframe minimalism as strength. The IS 350 isn’t about carrying everything; it’s about carrying only what matters: the driver, the essentials, and the thrill of the road. By owning the limitation, Lexus signals confidence, focus, and aspiration.

STRATEGY:

Headline: “If it doesn’t fit, you don’t need it.”

  • Tone: Direct, unapologetic, and timeless — echoing classic car advertising.

  • Subcopy Themes:

    • “Life isn’t about carrying more. It’s about carrying what matters.”

    • “Some cars are built for storage. This one’s built for driving.”

  • Visual Direction:

    • Minimalist layouts with bold typography

    • Contrasts of clutter vs. clarity

    • Hero imagery of the IS 350 framed with negative space, reinforcing “less is more”

CREATIVE SOLUTION:

OUTCOME (HYPOTHETICAL FOR PORTFOLIO):

Reframed a product weakness as a lifestyle-driven strength

  • Differentiated the IS 350 in a crowded luxury sedan segment

  • Created an aspirational, confidence-driven message that resonates with those who drive for passion, not practicality

Disclaimer: Conceptual work created for portfolio purposes only. Not affiliated with Lexus.

Philadelphia Eagles–Themed Fundraiser T-Shirt Logo

client: Families behind the badge children’s foundation/philadelphia highway patrol

role: Logo & Apparel Design

project overview:

The client approached me to create a custom t-shirt design for a fundraiser event. The goal was to energize supporters by blending the organization’s existing logo with a Philadelphia Eagles–inspired theme, tapping into the strong sense of pride and identity tied to the team.

challenge:

The design needed to:

  • Incorporate the organization’s shield logo without losing brand recognition.

  • Capture the bold, fierce energy associated with the Eagles.

  • Work effectively as a t-shirt graphic (scalable, legible, and screen-print–ready).

approach:

I began with the client’s existing shield logo as the foundation. To build the Eagles-inspired identity, I sourced and customized a vector illustration of an eagle (SVG). The first concern of the client was that the sourced SVG looked too much like a pigeon, so I edited the paths and extended the beak to give it more of an eagle look. Once the eagle design was approved, I explored a variety of potential colors that matched the color palette of the Eagles.

I carefully merged the two elements to form a cohesive mark that felt both loyal to the organization and unmistakably Philadelphia Eagles.

Color and typeface were both critical factors. While exploring palettes echoing the Eagles’ greens, blacks and silvers, I had to ensure harmony with the client’s existing colors. Attention was given to balancing contrast and print limitations, keeping the design bold but practical for apparel. The design went through several iterations before finally landing on something that was approved by both the client and myself.

outcome:

The final logo seamlessly unites the organization’s established brand with Philadelphia Eagles iconography. The client signed off on the design, and the t-shirts provided a powerful visual anchor for the fundraiser, reinforcing community spirit while keeping the organization’s identity front and center.

Deliverables:

  • Final merged logo (vector formats: SVG, AI, PDF)

  • Color and monochrome variations

  • T-shirt mockups for presentation