Lufthansa | Brand Hub

Agile brand management and brand hubs for Lufthansa

Katja Wenger, Co-founder & Creative Partner
by Katja Wenger, Co-founder & Creative Partner

For Lufthansa's brand relaunch, which was received with widespread interest and positive criticism, we conceived, designed and technically implemented two brand hubs: one for the Lufthansa airline and another for the Lufthansa Group brand. The brand-specific brand hubs were intended to accompany the introduction of the new corporate identity from February 2018 onwards. At the same time, branding agency Martin et Karczinski established a Frontify-based guideline portal for both the provision of the design principles and assets. These "Guideline MVPs" are linked by the "Brand Hub MVPs". Both will continue to be developed further by Lufthansa.


The Brand Hub as MVP

The aim of the brand hub was to create the greatest possible involvement on the user’s side with the least possible effort, but also to monitor at whether the chosen form of emotion-based communication is successfully received in order to be able to adapt and improve it in the further development of BMO 2.0 if necessary. The "Brand Hub MVP" was intended as a temporary and/or expandable solution that allows Lufthansa's design team to plan a complete solution for BMO 2.0 - in accordance with the company’s internal IT department - with sufficient advance notice.


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"), as we outlined in the course of strategic planning for an agile brand and design management. The future brand management ecosystem needed to provide online functions for the communication, control and application of Lufthansa’s corporate identity and corporate design. In addition to the tools, resources and training offered, BMO 2.0 users would also be given an inspiring introduction to the topic of corporate design, during which the background and opportunities for revising the corporate design will be communicated. A 'hub' was planned as a first point of contact and personal dashboard for this purpose.


The Lufthansa brandhub can be found here for closer inspection.

For further information on our services in the area of Agile Brand Management Consulting, User Experience Design, Interaction Design and Visual Design, please contact us. We would be pleased to show you our extensive portfolio of digital products and services.