Overview: One of the key challenges in brand design is evolving a recognisable identity without losing what makes it familiar. For Premier Inn’s latest campaign, the goal was to refresh the visual language while ensuring it remained clearly connected to the brand.
My Role: Led the development of the campaign’s visual identity within the Premier Inn design team, working collaboratively with Leo UK and DaltonMaag to shape a cohesive system across typography, colour and visual elements.
Approach: The identity centred on the journey from sunset to sunrise, reflecting Premier Inn’s promise of a great night’s sleep. A refreshed visual toolkit—sunset‑to‑sunrise gradients, updated graphics and the bespoke SunsetSans typeface—created a unified, flexible system across all campaign communications.
Impact: Established a scalable visual framework for the campaign, strengthening brand consistency while enabling marketing teams to apply the identity across multiple channels.
My Role: Led the development of the campaign’s visual identity within the Premier Inn design team, working collaboratively with Leo UK and DaltonMaag to shape a cohesive system across typography, colour and visual elements.
Approach: The identity centred on the journey from sunset to sunrise, reflecting Premier Inn’s promise of a great night’s sleep. A refreshed visual toolkit—sunset‑to‑sunrise gradients, updated graphics and the bespoke SunsetSans typeface—created a unified, flexible system across all campaign communications.
Impact: Established a scalable visual framework for the campaign, strengthening brand consistency while enabling marketing teams to apply the identity across multiple channels.
