Third year as a lead agency for naming & wording

En route to a coherent naming strategy

As Lufthansa Group’s linguistic co-pilot, we have been navigating all name developments at the group level and for the Lufthansa Airline since 2022. From snacks to suites, from chatbots to innovation platforms… We implement internal and external projects strategically, creatively and as trusted advisors.

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We make brand names fly

Clear air or emerging turbulence: in close cooperation with the brand management, the legal department and the product divisions, we bring every project home safely.

In this, we take a bird's eye view of every naming process to ensure that the chosen name goes beyond the mere description of an individual offering or product – as a seamless fit into the “big picture” of the Lufthansa Group brand architecture.

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More precisely?

…business travelers now plan and book their trips more efficiently with BusinessToGo.

…Business Class guests enjoy their own personal culinary Welcome Moment on board.

…the Lufthansa Insights digital content ecosystem replaces the in-flight magazine as a “seamless integrated travel experience”.

…the CoCreation Hub gives frequent flyers and interested parties the opportunity to help decide on Lufthansa Group projects and contribute their own ideas.

...Create our Future invites employees to turn forward-looking ideasinto reality – as an innovation crowdfunding platform.

...Lufthansa Allegris rings in a new era of traveling.

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Just a small insight into our collaborative rise to new heights.

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A name is never created in a vacuum

That’s why we work in tandem with Lufthansa Group’s other agency partners, including Sherpa and REINSCLASSEN. Together, we make sure that the names are not only inspiring, intuitively understood and internationally applicable: we lead our projects to many happy landings in the right context.