Li Websterclients

Infiniti

Infiniti is the luxury car division of Japanese carmaker Nissan. The company operates across 15 countries, including the US, the Middle East, South Korea, Taiwan, China and Russia. The European launch took place in 2008.

 

Russian-language "M" site and press site

For Infiniti's European launch, I worked on the European press site and the Russian-specific Infiniti "M" site. Balancing market-appropriate emphasis on the car's prestige and power with Infiniti's brand message of Graceful Strength was key to "M" project. It was also important to make the copy as simple and as short as possible to allow for translation not only into another language, but another alphabet.

Click on the image to launch a separate pdf overview of the Russian site.

link to pdf of Infiniti M Russia

You can see the whole site at www.infiniti-m.ru.

 

European mobile site

I worked on the copy for the mobile site, with variants for iPhone/webkit phones and feature phones. Taking the existing website's content as a basis, the emphasis was on minimising character count while keeping the brand's tone alive.

 

UK launch DM for Infinti M

I created the copy for the first DM pack and letter promoting the Infiniti M in the UK. This tied in with Infiniti M work from other channels but was different in tone from the main Infiniti brand. Great emphasis was placed on a more organic, emotive approach to elicit a response that was both rational and emotional.