Lexus Build Tool

as creative director, i led the vision for the award wining lexus build tool—an interactive digital configurator that bridges modern tech with traditional japanese takumi craftsmanship. we designed a seamless journey for both lexus and toyota that lets buyers customize every detail of their ideal vehicle, from hybrid powertrains and signature paints to bespoke kiriko glass interiors. by turning personalized digital builds into direct dealer allocation requests and instant inventory matches, we transformed how customers bridge the gap between custom digital design and real-world ownership.