Leica Social Media Branding: Journey
The second project in brand design special topic class was a social media branding project. We were required to design branding solutions for Leica, a professional camera company that has a long history and a lot of famous users.
Requirement:
Leica Camera is looking to build product awareness around their camera, the Leica CL. The traditional looking super compact, capable and powerful digital camera that lets you“Dream big. (and) Pack small.” Leica is looking for creative brand concepts to support the special “street kit” packaging of the CL camera. The campaign must be rooted in and delivered through social media with facebook, Instagram and snapchat being their preferred media platforms. The campaign is to be “on-brand” and unified across their preferred social media channels. This campaign should excite existing people who use Leica’s as well as inspire those who do not own a Leica(but may soon after this campaign), as they will be moved to want to make amazing images too.
My idea was mostly started from the aspect about what users want to see or experience through Leica’s social media. I thought the current or potential customers of Leica camera must have the same final goal, which is to take amazing photos and have fun. The biggest problem for potential customers like me when deciding whether to invest that much money in a professional camera is probably the worry about whether I could take those amazing photos like professional photographers do when starting as a newbie. So the first idea came to my mind was tutorials about how to use Leica camera to take beautiful pictures by famous photographers. Based on that, I was also thinking those photographers might also be the idols for so many Leica camera users. The thing that all fans want is to know something that can tell them more about their idols’ personality and daily life. Then I thought of this idea about making documentaries of photographer’s trip, and post each day’s content on Leica’s social media. In this way, following the photographer’s trip, audiences can learn the skills about how to use Leica camera, how to pick the scene and angle to make amazing photos, in the mean while, the documentary records the whole story about what happened in the trip (not just how the photographer took the picture, but also the story of the people or things in the picture), which is more intriguing for audiences to follow up stories. It is also a good way to show the photographer’s personality through their own trip but not in a studio working setup.
I wanted this branding campaign to stand out from all other posts in Leica’s social media and become a special serie itself. So I decided to give it a name as “Journey” and make a special mark for it. However, in order to go well with Leica the main brand, I chose to stay with Leica’s own main colors which is white, black and red.
How it works?
- A header made of the photos that the specific photographer took during the trip and Journey’s mark on it would be place on Leica’s social media, and changed based on the campaign goes through different photographers.
2. A poster made with the specific photographer’s personal picture and words describing the trip would be pined as the top post when that trip’s campaign is going on, so that audience would be always clear about whose trip is on now.
3. For each day of the trip, the photographer will pick one picture out and post on Leica’s social media with the words that he wants to say and intrigue people to see the video that is going to be posted next day to see how he took that picture and the story behinds it.
4. Next day, post the video of the picture posted the previous day. Keep this way for each of the trip’s days.
5. At the end of the trip, post the whole documentary of the whole trip, revealing all unreleased photos and videos.
Mockups
