Emaar’s loyalty programme ‘U by Emaar’ has a new refreshed brand identity thanks to Karak Creative. The brand had become vague in a crowded market despite its extensive benefits across Hotels, F&B, Entertainment, Retail, Spas, and Fitness. The brand refresh has aligned U by Emaar with evolving times.
Karak established U by Emaar’s brand essence as ‘Your Way Every Day’ following a brand discovery workshop. It emphasizes personalization and highlights the numerous possibilities available to the members. The creative agency said the essence was designed to resonate with prospective and existing members.
“The rebrand focused on the iconic five letters of Emaar, presented in both English and Arabic, to enhance brand recognition and cultural relevance,” Karak Creative said. “A ribbon was introduced as a graphic binding element, symbolizing the connection between members and the diverse offerings of the programme.” The stripes represent the loyalty programme’s five different tiers – Black, Silver, Gold, Platinum, and Invite Only – also representing the core offerings Stay, Dine, Relax, Play, and Shop.
A spokesperson for Emaar Hospitality Group said U by Emaar, like a flowing ribbon, represents continuity, engagement, and commitment to staying connected with its members. It reflects the loyalty programme’s adaptability and its aesthetic appeal highlights the brand’s aim to enhance customer experience with attractive offerings.
Moreover, Karak conceptualized and launched a comprehensive campaign across social media, digital platforms, and outdoor spaces, to ensure that the revitalized programme reached and engaged its audience effectively.
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