leica leitzphone campaign
Together with Martin et Karczinski
Leica Leitzphone had to earn its place in a market dominated by brands with far greater reach, Huawei, Apple, Samsung, while speaking to an audience that values craftsmanship and meaning over specs and noise. This project brings together a group of international companies.
Leica, Telekom, Xiaomi
See Product landing page.
Create immediate desire, tell a human story, and convince through product substance.
The Celebrate, Inspire, Educate framework was adopted for the landing page and became the framework for the entire campaign.
Everything converged on a single landing page, the first touchpoint where the Celebrate, Inspire, Educate framework had to prove itself.
Defining the communication hierarchy.
Structuring the user experience across every touchpoint.
Each level takes on one job: Celebration creates immediate desire, Inspiration tells a human story, and Education convinces through product substance. Celebration works at the top of the hierarchy, where a single iconic image has to stop someone who has never heard of the product and make them want it before a single word is read. Inspiration picks the person up from that first impulse and holds their attention: real people, real places and real photographs taken with the Leitzphone turn desire into a story they can see themselves in. Education closes the journey, translating fascination into confidence with clear information about the camera system, the partnership behind it and what the product actually delivers. Because every touchpoint in the campaign is assigned to exactly one of these three jobs, the communication never competes with itself: each asset knows whether it should seduce, narrate or explain, and the audience moves through the campaign in that order without ever being asked to do all three at once.
Translating Leica's design language into a campaign system.
The project starts by defining the communication hierarchy: structuring Celebration, Inspiration, and Education as three distinct levels, each with its own role, tone, and purpose, so that every piece of communication is built with a clear intention rather than trying to do everything at once. From there, this hierarchy is used to translate Leica's design language into a campaign system, taking the brand's visual identity and applying it consistently across the three levels, so that the same design language shifts in register from iconic and symbolic at the top, to narrative and applied in the middle, to descriptive and simplified at the base. With the hierarchy and the campaign system in place, the framework is used to structure the user experience across every touchpoint. Each level guides how a person encounters the brand at different moments, whether they're first drawn in by an image, brought closer through a story, or given the information needed to understand and trust the product, ensuring consistency in tone and purpose no matter where the audience meets the brand.
Create immediate desire, tell a human story, and convince through product substance.
The landing page launched globally at MWC Barcelona alongside the Leitzphone reveal.
We had the sweet pleasure to collaborate with Sophie Green, a London-based photographer, to celebrate the people and fleeting subcultures documented through the Leitzphone.
Leica Leitzphone had to earn its place in a market dominated by brands with far greater reach, Huawei, Apple, Samsung, while speaking to an audience that values craftsmanship and meaning over specs and noise.
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The Leica Leitzphone campaign is a global product launch and brand communication project by Lucas Pita, a product design engineer based in Munich, Germany. Created together with Martin et Karczinski, one of Germany's leading design agencies, the campaign introduced the Leica Leitzphone powered by Xiaomi, a first-of-its-kind smartphone born from a deepened partnership between Leica, Xiaomi and Telekom.
The work covered product design, communication design and digital experience design for a worldwide launch. The core of the project was the Celebrate, Inspire, Educate framework, a communication hierarchy that translated Leica's design language into a full campaign system, from the landing page revealed at MWC Barcelona to product photography, film and retail touchpoints.
This case study shows the strategy, art direction and design engineering behind the launch: brand campaign design, UX design, interaction design, visual design and the landing page that launched globally alongside the Leitzphone reveal. For product design, UX design or design engineering collaborations, Lucas Pita is available for new projects in Munich, remote work and international partnerships.
Explore more product design work: AI Tool with Martin et Karczinski · Portfolio home.
Written by Lucas Pita, Product Design Engineer, Munich, Germany, 2026. Leica Leitzphone campaign · Brand campaign design · Product design · UX design · Design engineering · Communication design · Digital experience design · MWC Barcelona · Munich · Germany.