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 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.

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

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. The new website has a host of features that help users find everything they are looking for. This includes integrating a full film database where you can watch the trailers, read the reviews and ratings by popular websites such as IMDB, as well as including links and further information for each Leitz product used in the specific film. Along with improving features such as the Store Locator and Contact Form, zooom developed the MyLeitz page, which acts as a self-service centre where customers can register their products and coordinate service inquiries.

 

leitz packaging

Linking up Leitz

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. The new website has a host of features that help users find everything they are looking for. This includes integrating a full film database where you can watch the trailers, read the reviews and ratings by popular websites such as IMDB, as well as including links and further information for each Leitz product used in the specific film. Along with improving features such as the Store Locator and Contact Form, zooom developed the MyLeitz page, which acts as a self-service centre where customers can register their products and coordinate service inquiries.

 

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.

leitz lenses

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