Translated the “Rest Easy” brand platform into a comprehensive identity system to enable consistent application across the business.

Role
Head of Studio | Creative Operations Lead
Led development and rollout of brand identity frameworks, guidelines and adoption across teams and partners.

Challenge
The launch of the “Rest Easy” platform required a complete evolution of Premier Inn’s visual identity and tone of voice, with no unified system to support consistent application across channels and teams.

Approach
Developed a structured brand identity framework to define and standardise how the brand is expressed, covering:
• visual identity principles and design systems
• tone of voice and messaging architecture
• typography, colour and photographic direction
• guidance for multi-channel application

Delivery
• Created a comprehensive brand guidelines system aligned to the new platform
• Defined core identity components including typography, colour, imagery and tone of voice
• Developed practical guidance for use across campaigns, digital and operational environments
• Enabled teams and agencies to apply the brand consistently across touchpoints

Impact
Established a clear and unified brand identity following the repositioning.
• Improved consistency and clarity across all brand communications
• Enabled scalable application across campaigns and environments
• Strengthened understanding of brand purpose, personality and expression across the business