Chemistry overhauls Skywards' design with famous artwork
Chemistry appointed to redesign Emirates Airline's frequent flier programme Skywards following a competitive pitch
June 2010 – Chemistry Communications has created a new brand identity and redesigned all brand communications for Emirates Airline's frequent flier programme Skywards, moving the brand closer to the world of art in the process.
The redesign followed a total overhaul by Emirates of how the programme is structured and how miles are earned and redeemed by members to coincide with Skyward's tenth anniversary.
The new identity has been designed to make Skywards appear more contemporary and move it closer to the airline’s brand values. The frequent flier membership cards now carry famous works of art: the Gold card features ‘To Lure’ by Damien Hirst; Silver is a glasswork by Christopher Ries and Blue, a Comet Glass Star sculpture by Simon Cenedese.
The new designs, which will be used on all member communications, form the basis of a new initiative by Emirates to make a greater commitment to the art world.
Kashmira Motiwalla, Skywards product development manager, said: “The relaunch of Skywards marks a watershed for Emirates. As we grew to more than five million members, it was important to evolve the programme structure and make the brand identity much more contemporary.”
“The new look and feel captures the pioneering spirit of the renewed programme perfectly.”
Jason Foo, deputy managing director at Chemistry Communications, said: “Designing the cards proved to be a particularly interesting and creative challenge. We wanted to express the values of the programme but also impart a sense of the differences between the blue, silver and gold tiers. We felt the use of contemporary art was a wonderful representation of this.”
Chemistry was invited to pitch for the Skywards business as a result of its success at handling all Emirates' digital communications in the UK for the last three years.