Overview: Premier Inn’s brand evolution was inspired by its promise of a great night’s sleep, captured through the journey from sunset to sunrise. To bring that strategy to life, I led the internal creative direction for the development of a bespoke typeface in partnership with Dalton Maag, ensuring every design decision reinforced the wider brand system.
My role: Led the creative direction in partnership with Dalton Maag, shaping the refinement of the character set and ensuring every typographic decision supported the wider brand strategy.
Approach: Rather than creating a font in isolation, every character was designed to reinforce the broader identity. Subtle details, including the relaxed form of the “e”, soft curves and balanced proportions, were inspired by Premier Inn’s promise of comfort and rest, while maintaining clarity and accessibility across digital and physical environments.
Impact: Sunset Sans became a core element of the refreshed brand identity, providing a distinctive, scalable typeface that strengthened recognition and consistency across campaigns, digital products and customer communications
My role: Led the creative direction in partnership with Dalton Maag, shaping the refinement of the character set and ensuring every typographic decision supported the wider brand strategy.
Approach: Rather than creating a font in isolation, every character was designed to reinforce the broader identity. Subtle details, including the relaxed form of the “e”, soft curves and balanced proportions, were inspired by Premier Inn’s promise of comfort and rest, while maintaining clarity and accessibility across digital and physical environments.
Impact: Sunset Sans became a core element of the refreshed brand identity, providing a distinctive, scalable typeface that strengthened recognition and consistency across campaigns, digital products and customer communications
