Art direction and animation for LSA’s new collection of porcelain tableware
LSA International is a contemporary London design studio renowned for its handmade glass drinkware, tableware, and interior decoration products. In 2025, LSA launched COLLECTIVE: a colourful, comprehensive porcelain tableware collection that marked a significant new direction for a brand whose identity has long been defined by glass.
Breaking into that space demanded more than strong photography. Communications needed to introduce LSA credibly in a new material category, capture COLLECTIVE's contemporary aesthetic, and connect meaningfully with the collection's physical packaging — creating a range with a cohesive presence across both digital and physical touchpoints. With a substantial lifestyle photography library in hand but limited budget for partnership content, the challenge was to find creative ways to meet that brief without simply repeating familiar formats.
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Drawing on COLLECTIVE's graphic identity and packaging design, the aim was to develop a signature animated style that bridged the physical and digital worlds, creating a new category of content that could work differently to lifestyle imagery alone. Assets were designed around a gradual reveal: graphics would tease the collection first, drawing audiences in before photography world was unveiled. This sequencing created anticipation and gave the communications a sense of pace and progression.
The final animations added a distinct visual layer within the content ecosystem — not as a replacement for photography, but as a complement to it.
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“The animations have been incredibly well received by the Creative Director, Brand Director and CEO. They all really loved them and are keen for them to be woven into content and communications plans going forward.”
— K. Eastwood, LSA Senior Global Brand Manager
Services & Deliverables
Art Direction
Animation
Graphic Design
Social Media Assets
Content
Key Outcomes
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Using a different medium to create a change of pace
A collection this size needed more than one way to tell its story and even the strongest lifestyle imagery loses impact over time.
Lifestyle imagery, however well-executed, exists in a competitive visual space. Graphic animation assets are harder to replicate and easier to own — making COLLECTIVE more visually distinct and identifiable at a moment when LSA was establishing itself in an unfamiliar category.
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Limited budget called for a smarter use of existing assets.
Without partnership content available at launch, the creative needed to work harder and stretch further. Rather than treating this as a constraint, animation became an opportunity — a way to reframe and elevate existing photography and graphic assets, extracting more value from what was already there and filling a content gap without additional production spend.
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In a crowded category, ownable creative helps a collection stand apart.
Lifestyle imagery is essential, but in a competitive tabletop market it can also blur together — strong photography from one brand can look similar to another. Graphic animation assets are more distinctive by nature, harder to replicate, and more immediately associated with a specific brand world. For COLLECTIVE, this meant building visual equity that was recognisably its own, helping the range cut through and become more identifiable over time.
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Laying the groundwork for a graphic language that can grow with the brand.
This project marked the first time animation had been used in this way for LSA — and rather than a one-off execution, it was designed as a foundation. Rooted in COLLECTIVE's own graphic identity and packaging, the animated style established a visual language that can be carried forward selectively across campaigns and channels, tested for engagement, and built upon as the brand continues to evolve.
