Toyota: Let's Go Beyond

The resulting platform, "Beyond," encompasses Toyota's commitment to a better planet and society, encompassing not only electrification but also safety innovations, accessible design, robotics, and hydrogen technology. "Beyond" also represents Toyota's zero-emissions journey, starting with hybrids and extending to plug-in hybrids, electric vehicles, and hydrogen power

This platform positions Toyota as a leader, differentiating it from competitors focused solely on achieving zero emissions. A strategic framework was developed to support the platform rollout, including internal events and materials for colleagues and partners, and a consumer-facing advertising campaign supplemented by educational content and sponsorships. "Let's Go Beyond" became the overarching brand platform, streamlining communication across all messaging pillars. This simplification extended to visual branding, unifying business units and eliminating unnecessary logos and the long-standing tagline.

Toyota Europe came to T&Pᵐ with the challenge of connecting their many and varied future-facing initiatives under one consistent communications platform. The platform would have to inspire a wide range of colleague, partner and consumer audiences, as well as have the ability to flex according to the different levels of alternative powertrain adoption across the local markets. With this in mind, we set out to connect the dots.

Beyond represents everything Toyota is doing beyond powertrains & emissions to contribute to a better planet and a better society (incl. safety innovation, accessible vehicle design, robotics, even a hydrogen powered city) Beyond also represents Toyota’s zero emissions journey, which started with hybrid and continues today with plug-in hybrid, fully electric and hydrogen powered vehicles.

This idea conveys the true scale and ambition of Toyota’s mission, setting the brand apart from competitors who are still working out how to get to zero emissions, let alone go beyond it.

To roll out the platform, we created a strategic framework that balanced the need to inspire and substantiate our hero message. For colleagues and business partners, we worked with Toyota teams to develop a wide range of events, workshops and branded materials. For consumers and customers, we developed a hero advertising campaign supported by always-on education and sponsorship content, to build awareness and understanding.

‘Let’s Go Beyond’ became the brand platform that guides communication across all of Toyota’s brand messaging pillars. This process of simplification continued, visually aligning the competing business units and removing all superfluous product logos, lock-ups and icons and the brand’s tagline which after nearly three decades had limited traction.