U By Emaar, Emaar’s loyalty programme, has revealed a new refreshed brand identity.
The refresh is more than a visual update, according to the brand. Its identity is now also accompanied by a new promise, “Your Way Every Day”.
The brand refreshed its identity to ensure that U by Emaar remains “dynamic and aligned with evolving times”.
The new identity was created with the intention to convey the brand’s promise and its core essence while producing creatives that resonate with members and build connections.
To create a new identity for the brand – a brand refresh and evolution discovery workshop was conducted in partnership with Karak Creative, the creative agency for this initiative.
The workshop aimed to identify potential challenges, refine the brand’s core value propositions, and clarify its aspirations. It was attended by marketing and communications teams that represent the various pillars of the loyalty programme.
New identity and values
More than just a visual update, this renewed identity of U by Emaar is a story of elegance and connection.
Like a flowing ribbon, U by Emaar gracefully intertwines with the lives of its valued members, offering a seamless blend of continuity and engagement.
The rebranding features a concept of a five-striped ribbon that not only creates a new visual identity but also represents the different values of the brand.
“Like a flowing ribbon, U by Emaar represents continuity, engagement, and a commitment to staying connected with its members,” revealed a spokesperson from Emaar Hospitality Group, on the choice of the ribbon for its identity.
The ribbon’s flexibility aims to mirror U by Emaar’s adaptability, while its aesthetic appeal reflects the brand’s aim to enhance the customer experience with attractive offerings.
The number of stripes used was a conscious decision by the brand, signifying three different elements of U by Emaar.
They represent the loyalty programme’s five different tiers: Black, Silver, Gold, Platinum, and Invite Only. It also stands for the core pillars and offerings of the programme “Stay, Dine, Relax, Play, and Shop”.
Finally, the number of ribbons also aligns with the five letters in “Emaar”
What’s next?
The rebranding reinforces U by Emaar’s commitment to being member-centric. Through the rebranding, the upcoming marketing activations will focus on continuous member engagement, adapting to their evolving passions, and ensuring that rewards remain relevant and personalized.
