To design a campaign of airline advertisements for Lufthansa that highlights newly launched, direct flights from Vancouver to three picturesque Italian destinations. The campaign’s goal is to evoke the allure of travel, promote cultural richness, and motivate timely bookings through an exclusive discount.
Brand alignment: Leverage Lufthansa’s established heritage and visual identity. Maintaining the airline’s signature vibrant colour palette and typographic style ensures credibility and consistency across all touchpoints.
“This campaign was designed as a passion project to explore advertising concepts & showcase my design approach. It is not affiliated with or endorsed by Lufthansa.”
Audience appeal: Target travellers who value both exploration and convenience—people who want the experience of remote, idyllic island escapes without multiple layovers. The advertisements should inspire wanderlust while emphasizing ease of travel.
Visual storytelling: Use imagery that not only showcases beachscapes, coastlines, and natural beauty, but also communicates the unique culture, mood, and character of each island. Each poster should feel like an invitation, not just a source of information.
Unification with distinction: While each destination is distinct and deserves its own identity, the three pieces of the campaign must share common design threads (colour, type, layout, motion or “forward-moving” visual cues) so that the series is cohesive and immediately recognized as belonging together.
The challenge was to create advertising visuals that felt aspirational while staying aligned with Lufthansa’s established brand identity. The campaign needed to balance consistency with the airline’s recognizable colour palette and typography while also giving each destination its own distinct voice and character.
Design Execution
Colour & Composition: True to Lufthansa’s brand colours, with strong contrasts and vibrant tones to catch the viewer’s eye.
Technical precision: Use of non-destructive editing, smart objects, high-resolution images, correct aspect ratios, careful masking, and proportional scaling to preserve quality and flexibility.
Readability & Hierarchy: A clear typographic hierarchy ensures that the most important messages (direct route, destination, discount) are easily digestible.
Movement & Directionality: Subtle directional cues (e.g. leading lines, visual flow) that imply journey or motion, reinforcing the “route” concept.
Increase awareness of new direct route options to the three Italian locations.
Drive bookings through the incentive of a limited‐time discount.
Establish a campaign aesthetic that feels premium, trustworthy, and emotionally resonant—so that Lufthansa is seen not just as a carrier, but as an enabler of dream travel.
