U by Emaar

Loyalty
U by Emaar — Your Way Every Day

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Brief
A loyalty programme with real equity but almost no market presence. A new team, a growth mandate, and a brand that needed to earn its place before it could ask for attention.

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Challenge
U by Emaar served everyone from affluent lifestyle seekers to aspirational consumers across an unusually wide range of experiences. Making the programme feel relevant to all of them while feeling personal to each one was the central creative problem. Internally, thousands of customer-facing employees across the Emaar network needed to understand, believe in, and actively recommend the programme. Both problems required the same solution.

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Strategy
The answer was already in the product. No competing loyalty programme in the region offered access to Hotels, F&B, Entertainment, Retail, Spas and Fitness under one roof. That breadth became the brand platform: Your Way Every Day. A single idea that celebrated the programme's flexibility, gave every member a reason to engage, and gave every employee a clear message to carry.

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Creative
The identity was built around what Emaar already owned. Five letters, recognised across the region, rendered in English and Arabic, became the creative anchor. A ribbon device was introduced as the graphic signature — fluid and binding, expressing the connection between members and the full spectrum of experiences available to them. Flexible enough to live across every touchpoint. Warm enough to feel personal. Karak executed a fully integrated campaign across social, digital, and out-of-home, ensuring the brand showed up in the world with presence and consistency.

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Results
Staff awareness increased by an estimated 85%. New member registrations rose 28%. Programme usage increased 22%. A loyalty programme that had spent years underperforming its potential became a strategically differentiated lifestyle proposition — with the identity, the platform, and the communications to sustain it.

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