Your Way Every Day

Emaar Hospitality Group refreshed the identity of its U by Emaar loyalty programme around a new promise, 'Your Way Every Day'. The mark is a five-striped ribbon standing for the programme's five tiers, its five pillars of stay, dine, relax, play and shop, and the five letters in Emaar. Karak Creative ran the discovery workshop and built the identity.

The brief

Members of Emaar Hospitality's U by Emaar loyalty programme, for a refreshed identity and promise.

The idea

After a workshop with Karak Creative, U by Emaar took the promise Your Way Every Day and a five-striped ribbon marking its five tiers, five pillars from stay to shop, and Emaar's five letters.

What to borrow

Packing several brand facts into one symbol, here the number five, gives a loyalty mark a story members can decode.