I’ve had the privilege of designing Lexus Singapore’s after-sales service cards—birthday and Christmas—for several years now. The task may seem simple on the surface, but in the world of high-end luxury, even something as small as a card is treated like an art form.

Luxury branding isn’t just about looking good—it’s about evoking a feeling, one that aligns perfectly with the brand’s core principles. For Lexus, that means following the Kaizen philosophy of continuous improvement. Every year, I’m tasked with creating something fresh, yet I must respect the consistency and elegance that the brand demands.

But how do you improve something that’s already good?

You get obsessed with the details.

I start by looking back at what worked and what didn’t in previous designs. I dive deep into the experience of the recipient—how do they receive the card, how do they open it, and most importantly, how do they feel? Does the card make them pause? Does it spark joy? Will they display it in their home, and if so, why?

In luxury, every element matters. Colour, for instance, can’t just be pretty—it must be purposeful. That’s why I always opt for Pantone colours over standard four-colour print. The richness, the depth—it’s something you can only appreciate when you hold it in your hand.

The texture of the paper is another crucial element. It can’t just feel nice—it must intrigue, it must make you curious to open it, and once opened, the card has to feel like something worth keeping. Something that not only lasts but becomes a conversation piece when guests visit their home.

This process of continuous improvement isn’t just about fixing mistakes. It’s about creating variations that uphold the same level of craftsmanship and elegance, while always finding subtle ways to elevate the experience. That’s why I love this work. It’s a constant journey of refinement, and each year brings new opportunities to discover something even more remarkable.

And that, to me, is the beauty of designing for high-end luxury—there’s always room for more.

Author: SEB