Incentives
As a designer, I’m provided the opportunity and responsibility to communicate on behalf of some great companies. Most of the time, those communications require strict adherence to brand guidelines. However, annually, I had the opportunity (and challenge) as a designer to develop an exciting new employee incentive program for Lufthansa’s Miles & More program. Each year, the goal was to identify trending cultural occurrences and translate those as a designer into concepts for consideration combined with theme-related gift incentives for employees to earn as they reach each incentive level.
Lufthansa Airlines launches a quarterly internal sales program each year to incite employees to increase memberships within the Miles & More program. Employees receive a personalized kit containing the themed brochure containing the goal levels, prizes awarded, and a premium incentive. As employees increase their membership levels, they attain each level incentive, with an overall winner generally being awarded a worldwide open ticket for two to the destination of their choice. All materials were for internal, non-commercial use only.
Develop a multi-tier incentive campaign-based mailer based on a selected theme and coordinate as the designer the implementation of premium prizes as part of the incentive program. Each year, the concepts developed could not be duplicated, making the process more challenging for concept development after several more. We start by providing Lufthansa three unique but executable concepts for their Miles & More Employee Incentive Program. Designs must communicate the rules and procedures required by employees to qualify their new registrations. Upon concept selection, execute the development of the selected theme into a mailer communication sent to each Lufthansa agent across North America.
Role: Designer, Concept Development & Design, Copy Headlines, Digital Renderings, Final Keyline & Production
