The Lufthansa Story. Connecting a brand world.

1. Connecting a
brand world
As an enterprise, brand consistency begins in the heart
of every employee. To uphold a harmonious consumer
brand on an international scale – using the right brand
management platform is key.
The Lufthansa Story

2. Seeing that Lufthansa is one of the world‘s biggest air-
lines, with over 120 000 employees under its wings, con-
sistent brand performance could seem challenging. Ne-
vertheless, Lufthansa made it their mission – and came
up victorious on the other side.
We met with Ronald Wild, Corporate Design Manager at
Lufthansa, to figure out how Frontify enabled them to at-
tain brand consistency throughout their vast enterprise.
Ronald informed us that Lufthansa‘s former brand ma-
nagement platform lacked sharing possibilities. It was
hard to gain access to it, and within such a huge compa-
ny, the different departments were secluded regarding
brand management, resulting in an inconsistent brand
appearance. The internal design process was hard to ma-
nage, and they needed a tool that could effectively push
the results out. They started searching for software that
could unify their branding guidelines and transform the
cooperation with simplicity, having People Interactive
help them in the search. In 2014, they found us. Now,
in 2017, Lufthansa has over 1100 active Frontify users.
The Lufthansa Story
„Back in 2013, we used to work with an old
brand portal. It had a tremendously
complicated frontend, with time-consuming
updating and very low flexibility. Very
unsuitable for us. From a corporate identity
view, we saw that we needed to take care
of our corporate design issues.“
Lufthansa in facts and figures
Connecting a brand world

3. The Lufthansa Story
„The effect of Frontifywas immediate. We
increased the quality of communicating
through a higher brand consistency,
we strengthened individual work due to
better access to information and measured
a considerable cost reduction – resulting
in a possibility for higher production rate.“
A small insight of the Lufthansa Style Guide
The Lufthansa brand management solution
They‘re utilizing the readilyavailable Frontifytools, such
as the Style Guide, the Workspace and the Pattern Libra-
ry. The ability to monitor all ongoing projects, delivered
by several different agencies, helped in reaching brand
consistencythroughout the different departments. Being
able to use one single dashboard for all design projects
enabled all the stakeholders to work together – simpli-
fying feedback and reaching a heightened transparency.
By contributing in building a bridge between the diffe-
rent departments, giving them a consistent brand identity
throughout, the implementation of Frontify triggered a
culture switch – taking Lufthansa from push to pull – whi-
le simplifying their entire branding process. Even though
the work is never over for a huge brand like Lufthansa, the
choices they’ve made in enhancing their branding surely
showsthatthey’llkeepcruisingthestarsfarintothefuture.
Connecting a brand world
Customer: Lufthansa AG
Using Frontify since: 2014
Products: Style Guide, Workspace, Pattern Library
Projects: 300+
Users: 1100+
Partners: 30+
Why: Frontify enables departements to work together