Case Lufthansa

Martin et Karczinski

The challenge

Our world is changing at breakneck speed. Against the backdrop of ever faster advancing digitalization, globalization and complexity, Lufthansa has recognized in good time that it must fundamentally transform itself as a company and brand and position itself for the future in order to remain relevant.

The goal

Based on the formulation of a brand identity system - which also takes future change into account - the target image of a new holistic brand experience was developed together. The brands contemporary premium claim and empathy for the people in their respective context - employees and passengers - is it’s core. A convincingly timeless design was created in connection with Lufthansas functional and reduced appearance, which was shaped by its heritage.

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