Emirates | Skywards global rebranding
The redesign of the branding and brand communications of Emirates' frequent flier programme Skywards followed an overhaul of the way members earn and redeem points. It incorporates famous works of art and aligns the brand more closely with its parent, Emirates Airline, as well as reflecting Skywards 'modern, rich, exclusive and pioneering' new brand values.
Gold membership cards feature Damien Hirst's 'To Lure', Silver, a glasswork by Christopher Ries and for Blue it's the Comet Glass Star sculpture by Simon Cenedese. The designs acheived stand out from rival programmes as well as reflect the differences between the three tiers.
