The relaunch coincides with the 10th year of the CRM programme, with Chemistry Communications overseeing its new brand identity.
The agency was awarded the activity following a pitch against undisclosed agencies, having handled the airline's digital communications in the UK for the past three years.
Part of the brand relaunch has included a redesign of the frequent flier membership cards, which now feature well-known works of art.
The Gold card features 'To Lure' by Damien Hirst, 'Silver', a glasswork by Christopher Ries, and, for Blue members, a Comet Glass Star sculpture by Simon Cenedese. The new designs will also be used across all communications to members.
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."
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