hub by Premier Inn | Urban Brand Identity System & Rollout Governance
Operationalising a digitally led brand identity for consistent rollout across urban hotel environments.
ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, brand governance and stakeholder alignment across the rollout of the hub identity.
CONTEXT
Whitbread launched hub by Premier Inn to enter the urban compact hotel market, requiring a distinctive identity aligned with the wider brand portfolio.
The identity needed to translate consistently across digital platforms, app experiences and the physical hotel environment while supporting rapid expansion across major UK cities.
IDEA
Positioned the identity as a governed brand system, ensuring the creative concept could scale reliably across digital and physical environments.
SCOPE
Led cross-functional alignment to translate the hub identity into structured brand guidance supporting rollout across digital, app, marketing and estate environments.
DELIVERY
Translated the hub identity into practical implementation guidance in collaboration with the in-house studio and cross-functional stakeholders.
Developed structured brand guidelines aligning digital and physical applications, enabling teams to manage ongoing print, digital and estate communications with clarity and consistency.
IMPACT
hub launched with a cohesive identity that translated consistently across digital platforms and the physical estate.
Structured governance reduced interpretation risk and enabled confident rollout across major UK cities while protecting brand integrity and customer experience.
hub by Premier Inn brand identity
A compact urban brand designed to operate consistently across digital and physical environments.
Digital-first guest experience
The identity extended into the digitally enabled guest journey including access systems and in-room technology.
Operational brand rollout
Identity guidance ensured consistency across guest-facing technology and service interactions.
Spatial brand expression
The identity translated into the hotel environment through materials, colour and digital interfaces.
Brand strategy framework
A structured brand model defining purpose, proposition and personality to guide communication across the hub brand ecosystem.
Brand system guidance
Structured identity guidance defining typography, colour and logo usage to support consistent rollout across digital and physical touchpoints.