Sedef Aydogan Coskun Creative Art and Motion Design in Hamburg
© Sedef Aydoğan Coşkun, as well as the companies, colleagues and agencies involved 
The key visual for the campaign featuring The Giving Gift Shop logo alongside the campaign tagline, set against a backdrop of product icons and festive Christmas-themed icons resembling snowfall

The Giving Gift Shop


Lufthansa's 'Giving Gift Shop,' launched in partnership with help alliance for Christmas 2023, allowed customers to buy Lufthansa-branded products online or at Munich Airport, with a portion of each purchase donated to help alliance. The campaign’s slogan, 'shop once, give twice,' emphasized that every gift supported both loved ones and charitable projects.

The initiative raised awareness for help alliance’s mission while fostering a sense of community and shared responsibility. It demonstrated the impact of combining commercial and charitable goals to give back during the festive season.

The campaign returned the following year due to its success, gaining significant attention and becoming a customer favorite.
Social engagement – user comments from social media

CHALLENGE: 

The client sought a creative concept for a Christmas campaign in 2023. Among the various ideas presented by the project team, the client chose this fundraising campaign, which posed significant challenges due to its tight timeline and the need for extensive planning. With a multi-part workload, the project had to be executed within just three months, requiring careful coordination and resource management.

SOLUTION & MY ROLE: 

Due to limited time, we shared the components of the development process among the team and actively organized update meetings to ensure consistency of the designs.

Since I played an active role in many aspects of this project, I've outlined my specific contributions below. You can click on the relevant section titles to learn more, or simply scroll down to explore all aspects of this project:

Feel free to reach out if you'd like
to know more about this project:

COMPANY

help alliance + Lufthansa

MY ROLE

Motion Design, Art Direction, Photo Shooting

PROJECT TYPE

Event Branding

YEAR

2023

TEAM

2 Art Directors, 2 Copywriters






BRAND DESIGN

German-language version of the key visual, adaptable to multiple formats and dimensions, featuring a blue background German-language version of the key visual, adaptable to multiple formats and dimensions, featuring the inverted color scheme
I oversaw the development of the campaign key visual, ensuring its consistent application across all media in line with Lufthansa and help alliance brand identities. I selected fonts to complement the corporate typeface and designed custom icons to fill gaps in the existing brand library.

The key visual features four elements, with ideation led by the project team:
  • The logotype: 'The Giving Gift Shop '
  • The campaign slogan: 'Shop once, give twice – to loved ones and help alliance projects'
  • Background pattern: Inspired by snowfall, featuring product icons and Christmas-themed decorations.
  • Collaboration logos: Showcasing both brands.
The Giving Gift Shop logotype

 ︎︎︎

The logotype combines Lufthansa’s corporate font with a script font I selected for "giving," which aligns with "help" in the help alliance logotype, reinforcing the donation theme.

The background pattern was customized for each product sold, pairing product icons with Christmas-themed decorations.

Pattern design for the vacuum bottle, featuring vacuum bottle icons alongside decorative gift icons Pattern design for the Steiff teddy bear, featuring vacuum teddy bear icons alongside decorative Christmas star icons Pattern design for the Caran d'Ache pen, featuring pen icons alongside decorative snowflake icons Pattern designed for the Rocketbook, featuring notebook icons alongside decorative christmas tree icons Pattern designed for the Kekzhörer® audio player, featuring headphones icons alongside decorative Christmas bauble icons Pattern designed for the Onboard Delights snacks, featuring snack icons alongside decorative candy cane icons
Though the brand’s icon library is extensive, I redesigned two icons for better clarity and recognition:
gift icon
Gift icon: The original was fragmented and unclear in small formats, so I redesigned it for better visibility.
vacuum bottle icon
Vacuum bottle icon: Existing bottle icons didn’t fit a vacuum bottle, so I designed a new one for accuracy.


PRINT MATERIAL & STAND DESIGN

I supervised the project using my brand expertise and technical knowledge, supporting the team as needed throughout the process, which included designing the stand, gift postcards, and bags, each with a unique QR code for every product.
A tablet screen displaying the initial sketch of the stand design from the ideation phase
A sketch from the ideation phase, outlining the concept for the stand design of the campaign event

A 3D render of the stand design for the event agency's construction briefing
A 3D visualization of the stand design, prepared as a briefing for the stand builders to bring the concept to life
Visitors purchasing products at the sales stand during the event
Visitors making purchases at the sales stand at MAC-Forum

Frontal view of the sales stand at MAC-Forum, highlighting the final design and setup
Frontal view of the sales stand at MAC-Forum, showcasing the final design and setup
Each product was tied to a specific help alliance project. For example, Lufthansa-branded vacuum bottles funded a clean water initiative for schools in India, and Caran d’Ache pens supported school supplies for children in the Philippines.

To enhance the experience, each product included a gift postcard with the ︎︎︎ the campaign logo and space for a personal message on one side, and a project description on the other. Product bags also featured the campaign slogan with project details.
Exclusive gift postcards, designed as part of a promo, given with the purchase of the vacuum bottle and the Rocketbook
Exclusive gift postcards, designed as part of a promo, given with the purchase of the vacuum bottle and the Rocketbook

A tablet screen displaying the initial sketch of the stand design from the ideation phase
Gift postcard designed for the Steiff teddy bear, given with the purchase of the iconic stuffed animal
Design of a product display intended for use on sales stands
Display design for the products, created for use on sales stands

Design of the front and back sides of paper bags intended for packaging the products
Front and back design of the paper bags created for packaging the products

SHOOTING & MOTION DESIGN

I shot the stop motion animations of teasers and product snippets to be used on social media, stand screen, airport lounge screens and ︎︎︎ landing page for the campaign promotion. As the motion lead, I managed the entire production and post-production process of the animations.

1

I set up an in-house studio where I captured product photos and stop-motion animations for the promotion. I designed custom setups to ensure seamless movement of the products during the animations.
Custom setup for the Kekzhörer® audio player
Custom setup for the Kekzhörer® audio player

2

For each of the five products, I created product films that included campaign details and information about the corresponding help alliance project. The films combined product photos with kinetic typography and motion graphics.

3

I created snippets from the product shots and stop-motion animations for use on social media and the landing page, acting as reminders throughout the campaign.
Photographs of the vacuum bottle taken from different angles
Snippet 01
Branded Vacuum Bottle
Photographs of the teddy bear taken from different angles
Snippet 02
Steiff Teddy Bear
Photographs of the cloud notebook taken from different angles
Snippet 03
Rocketbook
Photographs of the ballpoint pen taken from different angles
Snippet 04
Caran d'Ache Pen
Photographs of the audio player taken from different angles
Snippet 05
Kekzhörer® Audio Player
The Giving Gift Shop Announcement Film
Prior to the campaign launch, I produced an announcement film featuring kinetic typography and motion graphics, designed to be displayed on airport lounge screens and the landing page.

PRODUCT DESIGN

I designed the campaign landing page for the help alliance website to inform visitors about the campaign and provide an option for those unable to visit the stand to participate online. Additionally, I managed the promotion of the campaign through a dedicated newsletter.
Wireframe and structure of the campaign landing page, highlighting the key sections and elements
The landing page is designed using pre-existing components, as outlined in the wireframe:
  • It begins with a looping key visual animation and a badge indicating the location and date of the donation campaign.
  • An introductory text and ︎︎︎ announcement film then provide essential campaign details.
  • Following this, an image gallery highlights the products available for purchase.
  • Next, an interactive map and helpful text guide users to the sales stand.
  • For those unable to attend in person, a teaser offers the option to participate online.
  • The page ends with sharing buttons, enabling users to spread the word about the campaign.
Animated hero visual of the landing page
looping on a mobile screen
Product gallery displayed on a mobile screen on the landing page
The newsletter, sent simultaneously with the campaign, informed subscribers about the campaign's details. It included information such as location and products on sale, and directed online donors to the landing page.
The map module showing the sales stand location and the product showcase module in the newsletter
The map module showing the sales stand location and the product showcase module in the newsletter
Hero image in the newsletter: Animated icon pattern resembling snowfall
Module redirecting to the landing page for online campaign participation
Module redirecting to the landing page for online campaign participation