Allegris Promotional Materials
'Allegris' is Lufthansa Airlines' innovative cabin concept, introducing more than 10 different, entirely new seat options for Economy, Premium Economy, Business, and First Class.
As the largest and oldest subsidiary of the Lufthansa Group, a prominent German aviation group, Lufthansa serves as Germany's flag carrier. In 2023, Lufthansa and the Lufthansa Group unveiled their innovative cabin concept through a series of captivating promotional events and media campaigns, offering a sneak peek at the unique features of the reimagined cabin before the new seats were installed. To effectively communicate the standout qualities of these fresh seat options, they required a compelling visual concept and printed promotional materials.
CHALLENGE:
While Lufthansa sought to spotlight the 'Allegris' seats for its B2C audience, Lufthansa Group aimed to emphasize the B2B-specific features of the new cabin concept. Consequently, both the visual and written communication for the project had to be tailored to two distinct audiences, each aligned with its unique brand guidelines and visual language.
SOLUTION & MY ROLE:
The key visuals used in the B2C 'Allegris' communication were provided by the partner agency. These images were modified to match the Lufthansa brand identity before being incorporated into the promotional materials. I ensured that the designs adhered to the brand guidelines and I designed the one-pagers tailored to each seat class, featuring essential, class-specific information.
In the development phase of promotional materials for B2B communication, I also served as Creative Lead, guiding the brand implementation of the campaign to ensure consistency with the Lufthansa Group's brand guidelines. I managed the application of the key visuals I designed for the campaign, ensuring their proper usage throughout the materials, while also supervising the visual and content creation process.
Feel free to reach out if you'd like
to know more about this project:
As the largest and oldest subsidiary of the Lufthansa Group, a prominent German aviation group, Lufthansa serves as Germany's flag carrier. In 2023, Lufthansa and the Lufthansa Group unveiled their innovative cabin concept through a series of captivating promotional events and media campaigns, offering a sneak peek at the unique features of the reimagined cabin before the new seats were installed. To effectively communicate the standout qualities of these fresh seat options, they required a compelling visual concept and printed promotional materials.
CHALLENGE:
SOLUTION & MY ROLE:
In the development phase of promotional materials for B2B communication, I also served as Creative Lead, guiding the brand implementation of the campaign to ensure consistency with the Lufthansa Group's brand guidelines. I managed the application of the key visuals I designed for the campaign, ensuring their proper usage throughout the materials, while also supervising the visual and content creation process.
Feel free to reach out if you'd like
to know more about this project:
COMPANY
Lufthansa Group + Lufthansa
MY ROLE
Creative Lead, Art Direction
PROJECT TYPE
Print Design
YEAR
2023-2024
TEAM
3 Art Directors, 2 Copywriters & Partner Agencies
ALLEGRIS ROADSHOW
Allegris Roadshow: Launch Event 2023 – the truck, featuring the wrap design, is equipped
with the new Economy Class, Premium Economy, Business Class, and First Class Suite seats
with the new Economy Class, Premium Economy, Business Class, and First Class Suite seats
One-pager designs for each seat class with basic information on 'Allegris' seat options
Each one-pager is seamlessly optimized for digital format, with adjustments to color space and text specifications
ALLEGRIS PRODUCT LEAFLET FOR B2B COMMUNICATION
'Allegris' leaflet designed for Lufthansa Group
'Allegris' key visual 'Sweet Dreams' used in B2B communication
For Allegris' B2B communication within the Lufthansa Group, I designed the key visual, inspired by the double-image structure from B2C communication, while tailoring the visuals to emphasize the business context for the target audience.
The image on the right shows a businesswoman peacefully resting in her 'Allegris Business Class' seat after finishing her work, while the left image complements the dreamlike world she is immersed in.
The image on the right shows a businesswoman peacefully resting in her 'Allegris Business Class' seat after finishing her work, while the left image complements the dreamlike world she is immersed in.
The key visual I designed was used in both print and digital media to communicate the new cabin concept, including the leaflet below, created by the design team, for which I supervised the content and visual concept.
'Allegris' leaflet open, showcasing the First Class Suite Plus Seat
'Allegris' leaflet open, showcasing the features of the Business Class Seat