In 2016, Emaar Hospitality Group sought to unite and reward their loyal patrons, while encouraging even more people to experience their many dining and lifestyle brands. However, Emaar was determined to have the individual at the core of this initiative.

Keeping the customer-centricity in mind, we conceptualised and created U By Emaar, a city-wide rewards programme. The visual identity of the brand was inspired by the lines of the most unique facet of human beings – a fingerprint. Since launch, we have also conceptualised and executed a number of tactical communications for the brand, including their campaigns.