Rebranding Lufthansa’s Story To Attract The Best Talent. Direct Client

Helped Lufthansa rebrand their recruitment approach, and attract a diversity of empathetic self-starters – while telling the story of what working at Lufthansa is like.

Role: Agency Partner / Creative Director (Digital).
Agencies: Kin Studios & Closer London. 
Channels / Disciplines: Digital. Branding. UX/UI. Content.


Partnership & Brief
Lufthansa was facing a problem of not attracting a wide enough range of prospective employees and were determined to change this.

I partnered with branding agency Closer London and lead the entire story transformation and digital branding side of Be-Lufthansa.

Lufthansa had been recognized two years in a row as a great company to work for in Germany. I decided to shift the content approach from what was then a web portal filled with white papers listing lengthy requirements and wordy task descriptions, and turned it into a story-focused "online window" to help applicants see what working at Lufthansa is like. And therefore excite and inspire a much wider range of applicants.

For the visual direction, I was inspired by the Lufthansa headquarters. And developed a look and feel based on aviation engineering. The client was super excited about this and at one point there was discussions as to whether the main interface curve shape was correct from an aerodynamic perspective!

Photography Brief
I created very specific guidelines for photographers to capture authenticity, and enable audiences to see the real story of what it's like to work at Lufthansa.

Large Client Groups
Lufthansa was always a pleasure to work with, yet working with such a large client poses certain challenges to move projects forward. And I find that I’m able to help such groups reach consensus with excitement.