Overview: As Lead Designer, I led the internal creative direction for the evolution of the Premier Inn brand, partnering with Leo UK and Dalton Maag to develop a bespoke typeface and refreshed visual identity. The thinking behind the bespoke typeface is explored in more detail in a separate case study.
My Role: Worked closely with stakeholders throughout the project, shaping a scalable identity system that could be applied consistently across digital, CRM, campaigns and print.
Approach: Inspired by Premier Inn’s ‘sunset to sunrise’ promise, the identity introduced a bespoke typeface, refreshed graphics and a flexible visual system designed to scale across every customer touchpoint.
Impact: Established a scalable brand identity that strengthened consistency across channels and provided a foundation for future campaigns.
My Role: Worked closely with stakeholders throughout the project, shaping a scalable identity system that could be applied consistently across digital, CRM, campaigns and print.
Approach: Inspired by Premier Inn’s ‘sunset to sunrise’ promise, the identity introduced a bespoke typeface, refreshed graphics and a flexible visual system designed to scale across every customer touchpoint.
Impact: Established a scalable brand identity that strengthened consistency across channels and provided a foundation for future campaigns.
Selected brand identity assets developed in collaboration with Leo UK and Dalton Maag.
