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We use ad-blockers as well, you know. We gotta keep those servers running though. Did you know that we publish useful books and run friendly conferences — crafted for pros like yourself? E.g. our upcoming SmashingConf London, dedicated to all things web performance.


Josip is neither a designer nor a developer. His appreciation for good design & UX work led him to give up his job at a Swiss bank. He's been one of the first followers of Frontify (when it was still a side project back in 2012). He became a user, then a fan, a FFF investor and finally the first employee. Currently he's gradually handing over his responsibility over Frontify's marketing & growth operations in order to grow further software start-ups & fund early projects.

Transforming Lufthansa’s Brand Strategy: A Case Study

The first time I became aware of brand inconsistency was four, maybe five years ago. Companies were extending their appearances to apps, social media and other digital channels. And so did the bank I worked for back then. Unfortunately, no style guides were available to cover these channels.

Transforming Lufthansa’s Brand Implementation Strategy: From The Online To Interactive Age, A Case Study

I remember the dilemma while writing specifications: there were some older corporate identity manuals and some static UI style guides. Then, you’d look at newer web projects and none of them reflected the guidelines. So, what was I to do? Strictly obey the guidelines and produce something that looks outdated, or adapt to modern channels and risking a user experience that diverged from existing customer touch points?


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