Lufthansa · Art Direction / Animation / Identity

open mindBe curious

open mindImage film

Employer branding for Lufthansa's learning initiative "open mind". One image film and seven competence films.

Client

Lufthansa

Year

2019–2020

Role

Art Direction ·
Concept · Storyboard ·
Look & Feel

Agency

Dammannworks

Award

Best of Marketing Award Gold 2020 · Corporate Publishing

[ 01 ] THE INITIATIVE

Learningas a mindset

An image film and seven competence films for Lufthansa's learning initiative "open mind". Professional development is presented as part of the company culture: open, curious and collaborative.

open mindLogoopen mind · Logo

[ 02 ] COMPETENCE FILMS

Makingcuriosity visible

Each competence area was presented through its own short film. Internal voices guided the topics, while animated typography and illustration gave each film its own dynamic.

This made "open mind" visible as a learning initiative: close to everyday work, open in tone and carried by the claim "Be curious".