The Challenge
Etihad Airways wanted to relaunch their frequent flyer programme, Etihad Guest – transforming it from a traditional loyalty afterthought into something richer: a lifestyle and travel brand that truly reflects Emirati hospitality.

The Insight
We all know how it feels to be treated as a guest – to be welcomed, remembered and cared for. That sense of consideration stays with you far longer than any transaction.

The Idea
Life’s Better as a Guest – a new brand platform built on thoughtfulness. We redefined loyalty not as points earned, but as people valued – putting authentic Emirati hospitality at the heart of every touchpoint.

The Work
A full brand repositioning and visual overhaul, complete with manifesto films, tone of voice, and brand guidelines – elevating Etihad Guest from loyalty programme to lifestyle movement.

The Impact
The platform continues to guide all Etihad Guest communications today – a lasting North Star for one of the world’s most thoughtful travel brands.