- ProjectRe-branding
- ClientLeitz
- Web www.leitz-cine.com
Leitz
The heritage, revisited
Leitz made its introduction to the cinema world in 2008, originally as CW Sonderoptic. The brand was an instant success, as it was the extension of the iconic Leica brand, whose cameras and lenses are renowned amongst the creative community and meant that cinematographers could finally bring over this unique style of photography into their films. Since then, they have become an industry hero, capturing millions of memorable cinematic moments.
In 2018, they approached zooom with the task of a full rebrand, an enormous step in any company’s story, especially one that is already revered all around the world. To kick off a transformation like this you need to start at the very beginning; and so, we held a brand building meeting in which we worked with the client to establish the company’s essence, because a solid strategy is what paves the way for amazing creative work- much like how a movie requires a detailed script and storyboard before any filming can start.
Part of the family
The decision to rename the brand as Leitz was a tribute to the commitment to high-quality optics and the vision for greatness of the man who started it all: Ernst Leitz. Along with changing the name, zooom created a logo that is reminiscent of the original Leitz one whilst incorporating the iconic and highly recognisable red dot. The CI was given a sleek, prestigious look and feel, ensuring the lens is always the point of focus. Part of the relaunch was implementing the new CI on all the packaging, communications, and creating a brand-new Leitz website in both German and English.
Part of the family
The decision to rename the brand as Leitz was a tribute to the commitment to high-quality optics and the vision for greatness of the man who started it all: Ernst Leitz. Along with changing the name, zooom created a logo that is reminiscent of the original Leitz one whilst incorporating the iconic and highly recognisable red dot. The CI was given a sleek, prestigious look and feel, ensuring the lens is always the point of focus. Part of the relaunch was implementing the new CI on all the packaging, communications, and creating a brand-new Leitz website in both German and English.
“Our rebranding to Leitz marks a natural evolution and renewed commitment to growth in this field as well as an homage to Ernst Leitz who created Leica over a century ago. Until the late 80’s all Leica lenses carried the name ‘Ernst Leitz Wetzlar’. Our new name carries the weight and responsibility of this heritage - and it is one we do not take lightly”
Gerhard Baier, Managing Director of Leitz, 2018.
Linking up Leitz
The new website is visual and video driven, incorporating a lot of motion in order to give visitors a feel for what they can expect from the high-quality lenses. The new Leitz site has a host of features that connect cinematographers to their products in multiple ways. The website has a tab for news and events, in which people can read about the latest updates in the Leitz and cinema world. The products are easy to find and provide all the info one could need, from viewing the full set of lenses within that range, all the way to helping you find the nearest supplier. There are additional videos to show cinematographers how the lens behaves in different conditions, based on how others have shot with them.
Shot with Leitz is a new feature that gives people the opportunity to see every film that’s used a Leitz lens from 2005 till the present. The database has been integrated using IMDB and programmed to automatically update every time a new one is entered. You are able to read about the film, watch the trailer, check out some behind-the-scenes and read interviews with the cinematographers. If you like the lenses, you can use the map to find a supplier near you and see which other Leitz lenses they have in stock.
Linking up Leitz
The new website is visual and video driven, incorporating a lot of motion in order to give visitors a feel for what they can expect from the high-quality lenses. The new Leitz site has a host of features that connect cinematographers to their products in multiple ways. The website has a tab for news and events, in which people can read about the latest updates in the Leitz and cinema world. The products are easy to find and provide all the info one could need, from viewing the full set of lenses within that range, all the way to helping you find the nearest supplier. There are additional videos to show cinematographers how the lens behaves in different conditions, based on how others have shot with them.
Shot with Leitz is a new feature that gives people the opportunity to see every film that’s used a Leitz lens from 2005 till the present. The database has been integrated using IMDB and programmed to automatically update every time a new one is entered. You are able to read about the film, watch the trailer, check out some behind-the-scenes and read interviews with the cinematographers. If you like the lenses, you can use the map to find a supplier near you and see which other Leitz lenses they have in stock.
The Lens in Focus
Shooting a movie is a massive production, but what about shooting the Leitz lenses that make the movies? The recent break on all movie and film productions gave our photo and video team the opportunity to get all of these sought-after lenses in one room. It was a mass production at our in-house Fuschl studio that was accomplished in just three weeks, having shot around 72 lenses and accessories, including the Gold Editions. Leitz now has an entire library of photos and videos of their products that ensures the premium look and feel is carried across every platform.
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