Lotus Cars

An icon rebuilt for the electric age

Interactive campaigns, and motion-driven visuals for one of the world's most iconic performance car brands.

Role

Digital Designer

Platform

Marketing & CRM

Location

Amsterdam & Hethel

Scope

Marketing campaigns

Brief

Seven decades of heritage. One very new direction.

Lotus has been building some of the world's most celebrated performance cars since 1948. But in 2023, the brand was mid transition, repositioning itself as a leader in high-performance electric vehicles while keeping its existing customer base engaged. The campaigns had to feel worthy of that legacy while building excitement for a future most customers had not seen yet.

001

20+

Campaigns designed across model launches, seasonal promotions, etc.

002

03

Major model releases covered, including the Emeya and the Eletre.

003

04

Store opening campaigns across new global showroom locations

004

70+

Years of brand heritage to honor in every design decision.

What we Solved

A static email is easy to delete. An interactive one is impossible to ignore.

The brief was to elevate Lotus's CRM output and make it behave differently. That meant building interactivity and motion into channels where most brands settle for static imagery.

Interactive CRM emails that behave like experiences

Standard automotive CRM emails show a car and a button. These went further. Wheel selection, animated reveals, and motion sequences were built directly into the emails for the Emeya launch, the Heartbeat Eletre campaign, and the race bike debut. Each email was designed to feel like the opening of something, not the end of it.

Art direction developed from sketch to campaign

The Arctic Extremes winter campaign started with initial sketches to establish the direction, then used generative AI to rapidly produce renders before any production asset was committed to. This compressed the concept-to-approval cycle and gave more visual options to evaluate early. Each major campaign had a corresponding landing page designed to match its visual world exactly, carrying the full environmental language through to a focused conversion experience.

A visual language that moved with the brand

Lotus was shedding its old positioning and asserting itself as an electric performance brand with global ambitions. Every campaign drew on Lotus's existing brand codes while pushing the execution forward. Darker, more cinematic, and more considered in its use of motion.

From email to .com

A campaign that stops in the inbox means nothing if the landing page breaks the spell.

Every major Lotus campaign was paired with a dedicated page built to carry the same visual world from the first pixel of the email through to the moment someone books a test drive or configures a car. These were not repurposed product pages with seasonal headers dropped in.