nascent

leaf / our science. your art

leaf

this is not just a camera.

full
program brand
strategy
Creating dependable seduction for kodak.

better customer insights, better brand engagement.

A chance meeting on an airplane brought leaf, kodak's high-end professional digital camera brand and nascent together. With such a serendipitous start, transformative events were sure to follow. A 'Full Program' re-branding engagement ensued, and the leaf brand was reborn.

Challenge:


Build awareness and trust with the world's most exceptional professional photographers, to drive brand equity growth and bottom line sales.

Solution:


Create an ultra-desirable new look and feel for leaf, utilizing the firm's breakthrough technologies and nascent's deep client insights to shape a new set of integrated, brand communication and engagement experiences.

Results:


Reinvigorated global sales, markedly improved customer and reseller relationships and multiple innovation and design awards. All within 1 year.

testimonial

nascent are amazingly creative. Whether it be branding, messaging, web work, exhibitions or brochures, their work is spot on. Due to their efforts we have raised the bar with regard to marketing quality in our industry. The accolades and awards just keep rolling in.

Ari Briggs, VP Sales & Marketing
Leaf, a division of Kodak
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pitch concept

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logo process

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Based on the input from field research and user interviews, the brief for the leaf logo was to create something simple, bold and solid. The idea - to communicate the reliability and robustness of the leaf product range - a key concern for always on the move, international photographers, operating in high-pressure, time constrained environments.
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tagline development

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The leaf tagline - 'our science, your art' immediately struck an emotional chord, by simply and powerfully defining the relationship parameters between the company and its customers. Additionally, it positioned leaf as an accessible expert; more approachable than the venerable but aloof Hasselblad brand and more technologically advanced than the aggressive young contender, PhaseOne.
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customer engagement program

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marketing collateral

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nascent redesigned the entire line of leaf marketing collateral, from software CD's to camera cases, limited edition postcards to event posters.
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advertising

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Advertising

AFi camera demo

This movie, designed to run at leaf booths worldwide, tells the story of the new camera, and its groundbreaking features. It showcases the work of some of leaf's prodigious photographers and the pinnacles of photographic excellence that the camera enables them to reach. With the right 'tools' in hand, the art is as 'boundless as your imagination'.
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live from Photokina

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Photokina, the largest bi-annual photography conference outside the US, is a key event for Leaf and its sales and marketing teams. nascent was retained to develop the 150m sq. booth concept, graphics and customer flow, after winning the 'best of show' prize for a previous exhibition booth for leaf in the UK. nascent also created the 'live from Photokina' concept, sending a member of the nascent team to video and upload interviews to the leaf website at the end of each day; effectively bringing Photokina to leaf's large, global audience and stimulating a 'virtual attendance' for the Afi ll camera launch.
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leaf: science section

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Building on the 'our science' tagline, the website science section includes a feature by feature explanation of the camera designed to show the incredible technology driving the AFi's first-class user experience and imaging capabilities.

demystifying the technology 'inside'

'Under the hood' as this movie became known, shifted the standards of production for the entire hi-end camera industry and was copied by leaf's competitors, soon after it was revealed. A breathtaking 'exploded view' shot opens the movie, comprised of over 300 unique 3D rendered elements, after which the viewer is taken on a roller coaster ride through the body of the camera, emerging with a better understanding of its unique technological capabilities and its matching $40,000 price tag.

leaf website

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One of the key components used to communicate the company's new image was the website. Designed to showcase leaf's innovative products and ecosystem, the site was developed to deliver a world class, customer oriented brand experience, drive sales and build brand awareness; positioning leaf as the 'must have camera' for serious professionals who demand the best.
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