Case studies

Lufthansa Illustration

Systematic illustrations for a high-flyer brand

How Lufthansa systematically uses illustrations for its messaging.

  • Client


  • Industry

    Transport & Logistics

  • Year


  • Contributed expertise

    Asset Library, Brand Experience, Content, Copywriting, Digital Art, Editing, Graphic Design, Icon Design, Identity, Illustration, Infographic, Sketching, Storyboarding, Templates, Systemization, Training, Visualization, Workshop

  • Challenge

    Only one thing was missing after Lufthansa had finished modernizing its corporate identity: illustrations that reinforce the image and can be used flexibly. The need was for a construction kit whose elements can be used to simply put together all of the necessary illustrations.

  • Results

    The solution? An illustration system. We designed figures, objects, and images in various levels of complexity for use in all previously defined application scenarios (print, website, social media). And to round out the corporate image of Lufthansa. There is then nothing left standing in the way of brand-compliant international corporate communication across all channels.

From finding the style to the precise elaboration of elements

Phase 1


Understanding the visual legacy of Lufthansa

Not only did we analyse the visual legacy of the Lufthansa brand and derive key elements, we also defined which figures and objects such as aeroplanes and the like which were needed—and what contexts they have to work in.

Phase 2


Phase 3


Phase 4


International corporate communication across all channels—with brand-compliant illustrations.

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