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Infiniti Positions Brand as Design Leader in Luxury Segment


September 2005
 Filed under: INFINITI Car News | INFINITI Headlines

“Vibrant Design” introduces 2006 Infiniti vehicle lineup

GARDENA, Calif. (Sept. 16, 2005) – Infiniti, the luxury division of Nissan North America, Inc., today announced the launch of an extensive national branding campaign that emphasizes Infiniti’s design leadership in the luxury car category. The work was born from the brand’s unique “Vibrant Design” platform. More than mere styling, design informs every Infiniti product in terms of performance, intuitive technology and luxury.
Throughout the Vibrant Design campaign, each Infiniti vehicle is represented with a signature “gesture.” This gesture is a single stylized brushstroke (sometimes in ink, sometimes in other materials) that conveys not only a likeness of a specific Infiniti, but also the spirit and style of the vehicle. The gestures stem from a practice known as Shodo, the Japanese art of calligraphy. Similar designs were seen in the successful marketing campaign that launched the all-new 2006 Infiniti M last year.

“Infiniti’s strength in design distinguishes the brand within the luxury segment, translating into better performance, a better experience and an overall better luxury car,” said Jan Thompson, VP, Marketing, Nissan North America Inc. “The passion for Vibrant Design is at the heart of every Infiniti product and the ultimate expression of the brand.”

The Vibrant Design campaign will include national print, TV, radio and out of home installments, highlighted by five television commercials dedicated to the expression of design for Infiniti’s 2006 product line: Infiniti FX, QX56, G35 Sedan, G35 Coupe and M. The campaign will begin airing the week of September 12 on national cable networks including: Bloomberg, BBC America, Bravo, CNBC, CNN/HLN, DirecTV, ESPN, Food Network, Fox News, Golf Channel, HGTV, History Channel, MSNBC, TNT, USA and The Weather Channel.

The campaign platform is the result of Infiniti’s Luxury Task Force, a global team comprised of Infiniti and TBWAChiatDay executives who spent more than 18 months studying global luxury brands in and out of the automotive space.

“The advertising conveys more than just information about the cars, it puts across the spirit of the Infiniti brand as well,” said Scott Fessenden, Director of Infiniti Marketing. “Vibrant Design impacts the art direction and writing of the advertising the same way it impacts the design of the cars.”

The Vibrant Design campaign was created by TBWAChiatDay Los Angeles and will also include an interactive and direct marketing campaign created by TEQUILA Los Angeles.

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