With more than 30 million members, Miles & More is the largest frequent flyer program in Europe. But what will it look like in the future? With this exciting question in mind, Miles & More — a wholly owned Lufthansa subsidiary — turned to us to transform its existing frequent flyer rewards program into a comprehensive, intelligent and digital premium customer loyalty program. In a multi-stage process, we were to find out what premium means in the digital world and how this would be reflected in digital brand management. This is how our first vision project for Miles & More came about.