To emphasise the Belgian heritage, the agency suggested showing scenery from Belgium. On each photo one object is strongly coloured orange, which supports the brand colour of SNBA and gives the photo concept a unique touch.

Each photo tells a story. 'Moments in Belgium' should come to the customer's mind.The differentiation of the tier levels is made by the choice of the photos and the colours. The base level meets average taste, the second level is more abstract and the third level is reduced to a minimum.Throughout all documents you find the 'Iris'–this flower is part of the coat of arms of Brussels.

Qualitative feedback: "The programme look really reflects us as the airline in the heart of Europe - it's Belgian, but not in a clichéd way. Lowe Direct delivered a qualitative high standard product. Our marketing and airline partners thought that the programme reflects trust and confidence in the future." (Petra Baeck, Customer Loyalty Manager).Quantitative feedback: 3,000 new members have enrolled in the programme in three months.