Delivered a scalable photography framework aligned to Premier Inn’s “Rest Easy” brand platform, enabling consistent asset creation across leisure and business audiences.

Role
Head of Studio | Creative Operations Lead
Led creative operations, asset governance and delivery across the brand photography programme.

Challenge
Following the launch of the “Rest Easy” platform, existing imagery no longer reflected the updated brand tone, inclusivity standards or evolving customer journey.

Business travellers generated ~50% of revenue, yet the asset library lacked dedicated imagery for this core audience. A structured, scalable approach to asset creation was required.

Approach
Led the development and implementation of a photography framework covering:
• narrative frameworks aligned to leisure and business journeys
• asset planning mapped to channel requirements
• inclusive casting standards and on-set governance
• post-production workflows and asset management
• long-term asset reuse and scalability

Delivery
• Defined narrative frameworks for leisure and business audiences across key channels
• Delivered a structured production programme with Leo Burnett, LAW Creative and photographer Kerry Harrison
• Introduced inclusive casting standards and live on-set review to ensure brand alignment
• Implemented post-production workflows including tagging and asset governance
• Built a scalable image library designed for reuse across marketing, CRM and operational channels

Impact
Delivered a structured, scalable photography system aligned to the “Rest Easy” platform, improving consistency across audiences and channels.

Enabled more efficient asset deployment across marketing, CRM and commercial communications while reducing future production dependency.