be.european be.brussels

be.european be.brussels be.european be.brussels

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Services: brand identity, campaign
Sectors: public & institutional
: All piknik team
: SPFB — Brussels Capital Region

“Be European, Be Brussels” is the central campaign slogan promoting Europe’s capital, highlighting its rich culture, heritage, and diversity. The local authorities (SPRB – Brussels Capital Region) aim to position Brussels as a vibrant destination for people from all walks of life while celebrating the city’s multicultural appeal. As part of this campaign, we were commissioned to create a series of illustrations showcasing the wide range of activities the city offers—from cinema and sports to tourist attractions and museums. Our challenge was to design visuals that resonated with a broad audience while reflecting the city’s cultural diversity.

The resulting illustrations are bold, colorful, and dynamic, featuring playful, irregular outlines and a joyful tone with folkloric influences. Flat blocks of color and touches of surrealism capture the unique essence of “Belgianness,” without resorting to clichés. Instead, we integrated witty, intelligent references to iconic Belgian symbols, such as nods to Magritte, national foods like mussels and beer, and subtle appearances of the Belgian flag. The “Be European, Be Brussels” campaign is now visible across a variety of promotional materials, including posters, banners, and print ads.

“Be European, Be Brussels” is the campaign promoting Brussels as a vibrant hub of culture, heritage, and diversity. Commissioned to design a series of illustrations, we were tasked with representing the city’s wide array of activities—from cinema and sports to tourist attractions and museums—while appealing to a broad audience and reflecting its multicultural spirit.

Our illustrations are colorful and dynamic, with playful outlines, a joyful tone, and folkloric influences. Using flat colors and touches of surrealism, we captured the essence of “Belgianness,” avoiding clichés. Iconic references to Magritte, national foods, and the Belgian flag are subtly woven into the visuals. The campaign is currently visible on posters, banners, and print ads across the city.