This concept was the result of the Waku-Doki Thread concept being too ambitious for Toyota. They appreciated pushing the creative needle but Toyota is still a rather conservative company and feared that it was too provocative for them even though it met their brief for a more expressive, passionate confident and thoughtful brand. 

So we did ‘Digital Totems’ instead: not a great design at all but it got the job done and was easy to sell up the chain of command. This type of design is ‘bread and butter’ and represents 90% of the work that ‘sells’. Safe enough and good enough for everyone to like and approve. Oh well.