Developing premium, luxury-tier acquisition campaigns and inventory-turnover strategies for the North American market.
Infiniti QX30: Competitive Conquest & Market Entry
THE CHALLENGE
Following the launch of the QX30, Infiniti faced a high-inventory challenge as vehicles sat on dealer lots due to aggressive competition from Mazda, Nissan, and Lexus. The brand needed a tactical communication strategy to accelerate movement and differentiate the new compact SUV in a saturated market.
THE SOLUTION
Partnering with a Copywriter, I art directed and designed a targeted acquisition campaign that positioned the QX30 as the premium choice for both current Infiniti owners and competitor conquest leads. By focusing on progressive styling and innovative luxury specs, I presented a creative vision that highlighted the vehicle’s performance edge, directly addressing the barrier to purchase and incentivizing dealership visits.
THE RESULTS
Successfully increased model visibility and drove showroom traffic, aiding dealers in reducing high inventory levels through strategic, design-led storytelling.
SOFTWARE USED
Adobe InDesign, Adobe Photoshop
Infiniti Winter Event: Seasonal Inventory Strategy
THE CHALLENGE
With the year coming to a close, Infiniti needed to clear 2017 inventory to make room for new models. The challenge was to create a seasonal campaign that felt premium and exclusive — avoiding a "clearance" aesthetic while still driving urgent sales action.
THE SOLUTION
I led the creative execution for a sophisticated, holiday-themed direct mail campaign. Working closely with a Copywriter, I art directed and designed an upscale winter narrative that utilized high-end seasonal imagery and enticing offers. I presented this concept to the client as a way to maintain Infiniti’s luxury brand standards while achieving the practical goal of high-volume year-end inventory turnover.
THE RESULTS
Enhanced dealership engagement during the critical Q4 period, successfully moving legacy inventory through a high-impact, brand-aligned visual strategy.
SOFTWARE USED
Adobe InDesign, Adobe Photoshop
Infiniti QX70: Upscale Boutique Engagement
THE CHALLENGE
The QX70 occupied a unique niche in the Infiniti lineup, blending sport performance with luxury comfort. To increase sales, the brand needed a high-touch marketing piece that appealed to the "modern enthusiast" who values exclusivity and bold design.
THE SOLUTION
I architected and designed a premium, high-production-value booklet dedicated to the QX70’s unique market position. Brainstorming with a Copywriter, I developed a visual layout that emphasized the vehicle’s sporty silhouette and luxurious interior details. I led the art direction from concept to client presentation, ensuring the tactile experience of the piece mirrored the premium quality of the vehicle itself.
THE RESULTS
Delivered a high-conversion sales tool that distinguished the QX70 from its competitors, deepening customer engagement through luxury-tier print collateral.
SOFTWARE USED
Adobe InDesign, Adobe Photoshop