Overview: Sunset Sans is a bespoke typeface created to unify Premier Inn’s brand across campaigns, digital, and in‑hotel environments. It delivers a distinctive, ownable typographic system that balances clarity with expression.
My role: I led the project end‑to‑end, shaping the creative direction and aligning Premier Inn stakeholders, DaltonMaag, and Leo Burnett from concept through delivery.
Approach: Designed as a variable font, Sunset Sans combines a bold geometric foundation with distinctive details. Ink traps reference lunar forms, while select characters introduce warmth without compromising legibility.
Impact: Sunset Sans provides Premier Inn with a consistent, recognisable typographic voice, strong enough become a distinctive
brand asset.
My role: I led the project end‑to‑end, shaping the creative direction and aligning Premier Inn stakeholders, DaltonMaag, and Leo Burnett from concept through delivery.
Approach: Designed as a variable font, Sunset Sans combines a bold geometric foundation with distinctive details. Ink traps reference lunar forms, while select characters introduce warmth without compromising legibility.
Impact: Sunset Sans provides Premier Inn with a consistent, recognisable typographic voice, strong enough become a distinctive
brand asset.
