Lufthansa and Frontify
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The document discusses how Lufthansa, one of the world's largest airlines, used Frontify to improve brand consistency across its vast global operations. Lufthansa's previous brand management platform made sharing and accessing branding guidelines difficult. This led to an inconsistent brand appearance between departments. Frontify provided tools to centralize Lufthansa's style guide, workspaces, and branding assets. Over 1100 Lufthansa employees now use Frontify to streamline design processes, simplify feedback, and ensure brand consistency throughout the company's different departments and projects.
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Lufthansa and Frontify
- 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 worlds 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 Lufthansas 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 Theyre 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 theyve made in enhancing their branding surely showsthattheyllkeepcruisingthestarsfarintothefuture. 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