PGB - Creative/Design Director

Lexus has a wide range of dealerships across Europe, each one is an ambassador for the brand. To ensure that all staff understand the brand values a training program called 'SHU HA RI' has been developed. SHU HA RI is derived from the Japanese mastery of craftsmanship. The program is structured in four levels, SHU is the entry point. HA is the middle phase and RI is the final stage. Once an employee has reached RI, they are then expected to practice their training, eventually rising to become TAKUMI (master craftsman). This is the highest achievement for anyone to reach as a supreme specialist in their field. Each level is a major acheivement, therefore Lexus wanted a series of certificates that defined this value whilst paying homage to the brands Japanese heritage.