Leading omnichannel creative strategy and lifecycle marketing for one of the world’s most iconic automotive brands.
Toyota National Cadence: A $3M Strategy Driving 30% Growth
THE CHALLENGE
Toyota needed a way to make predictive maintenance data feel personal and urgent rather than technical and dry.
THE SOLUTION
I developed "Everlasting Joyride," a design system that translated individual customer data into a relatable lifestyle promise. Whether the data signaled a routine oil change or a 60k-mile service, the creative focused on the result of maintenance: a vehicle ready for any adventure.
THE RESULTS
This concept beat out four other agency proposals to secure a $3M+ annual account win, subsequently driving a 30% increase in service revenue.
SOFTWARE USED
Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Toyota App Campaign: Driving Digital Adoption
THE CHALLENGE
Toyota needed to accelerate digital transformation by increasing the download rate and daily active usage of the Toyota App. The goal was to move customers away from traditional communication and into an integrated mobile ecosystem.
THE SOLUTION
Partnering with a Copywriter, I architected and art directed a multi-touch acquisition campaign featuring social media advertising, a dedicated conversion landing page, and a direct mail series. To bridge the physical-to-digital gap, I designed a high-engagement interactive mailer featuring a custom die-cut "mobile-hold" experience — tactilely demonstrating the ease of having Toyota service in the palm of your hand.
THE RESULTS
The campaign successfully drove app adoption by merging tactile interaction with digital convenience, strengthening Toyota’s long-term customer retention strategy through mobile integration.
SOFTWARE USED
Sketch, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Toyota Competitive Conquest: Data-Driven Service Traffic
THE CHALLENGE
To recapture market share from independent repair shops, Toyota needed to prove the value and price-competitiveness of Genuine Toyota Service. The project required a highly complex, localized approach to present real-time pricing data to specific regional demographics.
THE SOLUTION
I led the creative execution and design of an omnichannel "Price Match" campaign, brainstorming with a Copywriter to translate complex variable data into a customer-friendly narrative. Utilizing variable data printing (VDP), I managed the design of targeted direct mail, responsive emails, and high-visibility point-of-sale materials, ensuring a consistent competitive message across every customer touchpoint.
THE RESULTS
The campaign successfully increased dealer service traffic by weaponizing localized data, allowing dealers to compete directly with local third-party mechanics on price while highlighting Toyota’s superior brand quality.
SOFTWARE USED
Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Toyota Regional Operations: Scaling National Brand Standards
THE CHALLENGE
Managing the creative needs of diverse Toyota regions requires a balance between national brand integrity and local dealer flexibility. The challenge was to create a scalable "Creative Engine" that allowed regional managers to deploy monthly promotions across print and digital platforms.
THE SOLUTION
Serving as the Lead Art Director, I spent two years managing the design and brainstorming of various monthly regional assets. I established a "Print-to-Digital" workflow where I art directed and designed high-impact direct mail first, then transitioned those approved concepts into responsive emails and internet advertising. This process ensured that high-volume monthly promotions remained polished and aligned with Toyota national brand guidelines
THE RESULTS
The campaigns empowered regional managers to execute localized marketing at scale, significantly reducing time-to-market for monthly promotions and ensuring brand consistency across hundreds of dealer touchpoints.
SOFTWARE USED
Adobe InDesign, Adobe Photoshop, Adobe Illustrator