EXPERIENCE:
ART DIRECTION; GRAPHIC DESIGN; MOTION DESIGN; VIDEO EDITING
Edelweiss is Switzerland’s leading leisure airline, based at Zurich Airport and part of the Lufthansa Group.
Working on the brand’s Instagram communication, our task was to create destination-driven social content that felt fresh, inspiring and aligned with the airline’s warm, holiday-focused positioning.
The main challenge was keeping the channel visually varied while working with a finite set of destinations, recurring formats and mixed-quality source materials.
I approached the content as a balance between travel inspiration and brand consistency: combining destination imagery, clear typographic hooks, motion edits and format-specific layouts for reels and carousels.
The Traveller of the Month format added a more personal layer to the channel. These posts were built from photos and videos submitted by Edelweiss followers, which we turned into reels or carousels while preserving the authenticity of the original travel experiences.
The project became an exercise in maintaining freshness within a consistent brand world. Across destination posts, recruitment content, reels and follower-based formats, the goal was to make each piece feel both recognisably Edelweiss and specific to the story it was telling.
Created at Territory