Direct Client Partner. Helped Lufthansa attract a diversity of empathetic self-starters—by showing the story of what working at Lufthansa is like.

Channels: Branding. Digital. UX/UI. Content.
Role: Partner/Creative Director.
Agency: Partnership: Kin Studios & Closer London.


The Challenge
Lufthansa was facing a problem of not attracting a wide enough range of prospective employees, yet were determined to change this.

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

Solution & Creative
Lufthansa had been recognized as a great company to work for in Germany for two years in a row.

So I decided to shift their disposition from being a wall of requirements (with lots of wordy white papers)—into a story-led online window for applicants to see what working at Lufthansa is like. And therefore inspire our target audience to apply.

I was inspired by aviation design, which Lufthansa was quite excited about and held discussions regarding the interface’s aerodynamic accuracy. Also briefed photographers to leave behind posed-perfection and capture candid moments to tell a genuine story about working at Lufthansa.

Lufthansa was always a pleasure to work with. And despite the inherent challenges of large clients groups, I’m often able to guide large groups to consensus quickly.