Brand Experience – #ExploreTheNew

LIGANOVA | Lufthansa | Brand Experience – #ExploreTheNew

Flying high – The celebration of an airline above the rest

To mark the 100th anniversary of the crane, Lufthansa’s brand symbol, the German airline is further developing its corporate design after more than 30 years and repositioning itself as the leading premium airline in Europe.

As part of the brand refresh, we were responsible for developing and implementing the internal communication campaign, #ExploreTheNew, in addition to realizing the campaign design. In collaboration with other agencies, these campaigns were extended to a number of communication channels and an exhibition.

At the “Design DNA” exhibition at the Lufthansa Aviation Center in Frankfurt, visitors could see not only how the design of the logo, livery, flight attendants’ uniforms and more changed over the past 100 years, but also how they reflected their respective historical contexts. Beyond the main exhibition, it was also possible to experience the display at five additional locations in Frankfurt and Munich, as well as on a virtual microsite.

LIGANOVA was in charge of the concept, didactics, planning and implementation of the exhibit, which incorporated digital touchpoints (including augmented and virtual reality) and interactive elements.

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