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Spencer Fraye

BFA in Graphics — Graphic Design

Nest by Lufthansa

Who: Returning customers of Lufthansa What: A sub-brand identity system for a new high-class branch of Lufthansa Airlines Why: To create a premium experience for the most dedicated flyers How: Using color, typography, and imagery to create a more meaningful experience for flyers and fans.
Learning Outcomes:
I learned how to create an identity system that has to cooperate and work within an existing one. I learned how to extrapolate geometry and style and apply it in new, creative ways to arrive at something familar, but innovative and fresh. I learned how to design for all the different touchpoints a consumer might have with a brand. I learned that when a project isn't working, it's completely worth it to start over (if parameters allow).
Brand introduction
Project objective
Research Materials
Strategy and vocabulary development
Brand name development
Word association
Finalized brand name
Thumbnail sketches
Icon form exploration
Icon form exploration 2
form modifications made to match visual language of Lufthansa
Lufthansa & Nest in geometric comparison
Lufthansa & Nest grid comparison
Lufthansa understanding form
Typgraphic pro/con list
Final typographic decision rationale
Optical sizes for logomark to compensate for thin strokes and delicate typography
Color as it is mathematically derived
Billboard mockup
Wall display mockup
Entry sign mockup
Airport dividers mockup
Wallpiece mockup
Duffle bag mockup