Agile brand management and brand hubs for Lufthansa
For Lufthansa's brand relaunch, which was received with great attention and positive criticism, we conceived, designed and technically implemented one Brand Hub each for the Lufthansa Airline and the Lufthansa Group brand. The brand-specific Brand Hubs will accompany the introduction of the new corporate design from February 2018. At the same time, the brand agency Martin et Karczinski set up a Frontify-based Guideline Portal each for the provision of the design principles and assets. These "Guideline MVPs" are linked by the "Brand Hub MVPs". Both are continuously being further developed by Lufthansa.
The Brand Hub as MVP
The aim of the Brand Hubs is to create the greatest possible involvement on the user side with the least possible effort, but also to check at the same time whether the chosen form of emotional communication is accepted successfully in order to be able to react to it in the further development of BMO 2.0 if necessary. The "Brand Hub MVP" is intended as a temporary and/or expandable solution that allows Lufthansa's design team to plan a complete solution for BMO 2.0 - if possible agreed with the internal IT department - with sufficient advance notice.
Background: Agile Brand Management
In the course of revising the corporate design of Deutsche Lufthansa, a new digital ecosystem for brand and design management was to be created ("BMO 2.0"), which was outlined by think moto as part of the strategic planning of an agile brand and design management. The future brand management ecosystem will provide online functions for the communication, control and application of corporate identity and corporate design. In addition to the tools, resources and training offered, BMO 2.0 users will also be given an emotional introduction to the topic of corporate design and the background and opportunities for revising the corporate design will be communicated. For this purpose, a 'hub' is planned as a first point of contact and personal dashboard.
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