The new Leica SL.
Introducing the mirrorless Leica SL – a fully responsive launch campaign website for the iconic brand Leica.
CHALLENGE
Launching a mirrorless Leica camera for Creatives.
The Leica SL is a mirrorless full-frame system camera that uniquely combines cutting-edge technology and a user-friendly design with the renowned craftsmanship synonymous with the Leica brand for over 150 years.
The camera was developed in collaboration with creative professionals – with a focus on ease of use, functionality and versatility.
For the launch of the new camera, my brief was to create a website that would highlight the technical aspects of the camera whilst simultaneously appealing to the intended creative clientele it was designed for.
A prerequisite was that the website should be optimised for desktop and mobile devices.
A campaign film entitled 'Reflections' was created by Geometry for the launch of the new Leica-SL camera system. The campaign imagery and film were also to be featured on the website.
Lead Designer
Art Direction, UI/UX Design, Visual Design, Creation of Digital Look & Feel, Editing & Storytelling, Styleguide
Agency
Geometry Global, Frankfurt
SOLUTION
Unveiling the Future:
Crafting a digital showcase for the Leica SL.
For the launch of the Leica SL, my approach was to design a website highlighting the new camera's cutting-edge technology whilst showcasing the timeless craftsmanship that defines the Leica brand.
The sleek ‘one-pager’ website featured a clean, intuitive and minimal design, allowing users to effortlessly navigate through the technical specifications of the Leica SL. Through dynamic visuals and interactive elements, I showcased the innovative features and capabilities of the camera, emphasizing its superior performance and exceptional image quality.
Immersive storytelling elements were incorporated to resonate with the intended creative clientele, including real-world examples of the Leica SL in action. A photo-essay by renowned French photographer Fred Mortagne featured prominently on the site, showcasing his stunning imagery of skateboarders and architecture.
I ensured that the website prioritized ease of use, functionality, and versatility, mirroring the key attributes of the camera itself.
My solution for the Leica SL website was a perfect balance between technical depth and creative appeal, offering a compelling digital experience that reflects the camera's innovative spirit and the aspirations of its target audience.
Project Insights.
Some detailed insights into the thinking and concept behind the creation of the launch site for the Leica SL camera.
Sculpture on Skateboards.
During this project, I had the pleasure of editing a series of photographs by the French photographer Fred Mortagne. His photo-essay ‘Gone Skating’, which was shot using the new Leica SL, was featured prominently on the site.
The process involved meticulously editing and selecting from over a hundred images submitted by Mortagne and then creating a cohesive visual narrative.
Drawing upon my own photographic experience and a keen eye for detail and storytelling, I crafted a compelling sequence of images that captured the essence of Mortagne's unique perspective on skateboarding culture.
Acknowledgements:
Many thanks go to the great team at Geometry Global, and of course to Leica for the pleasure of working on such a great project for an iconic brand.