Let’s Go Places, online.

Websites & Apps

Experience Design

Brand and Performance Expertise

Challenge

Toyota New Zealand’s website had grown large and complex over time, with content spread across thousands of pages. With the launch of the new brand platform, “Let’s Go Places,” Toyota needed a clearer, more structured digital experience, one that could organise their brand story and product information in a way that supported customer decision-making.

Insight

Car buying is emotional as much as it is practical, and people want a path that helps them connect the brand story with the product story. Toyota’s challenge was making that connection clear — helping people understand not just what a car does, but what it feels right for where they’re going next.

Brand to product: An emotional connection.

Solution

We transformed thousands of scattered pages into a simple, cohesive journey that helps people feel grounded and confident, bringing Toyota’s brand values and product story together in one emotionally intuitive flow. The restructure removed 45% of all pages, distilling the best of Brand and Product down to its most potent form.

Storytelling that supports decisions

By reorganising content across Toyota’s core pillars — Mobility, Sustainability and Community — we created pathways that led purposeful and human, guiding customers from brand meaning to the vehicles that fit their needs.

An electrification story people can believe in

A dedicated hub brought Toyota’s hybrid and EV philosophy to life, pairing emotional reassurance with practical detail to support the launch of the bZ4X and help customers understand Toyota’s evolving direction.

Journeys that move people forward

We saw a 77% increase in people moving from brand content to product pages, a meaningful improvement in how customers progressed through the site.

3000+

Web pages audited to support Lets Go Places
45%

Reduction in pages across the site
17%

Decrease in conversion drop-off from brand to product journeys