Led the national rollout of the “Rest Easy” brand platform across digital, CRM and estate environments.

Role
Head of Studio | Creative Operations Lead
Led delivery governance, rollout planning and stakeholder alignment across the brand repositioning.

Challenge
The “Rest Easy” platform redefined Premier Inn’s identity across a live estate and complex digital ecosystem, requiring coordinated rollout while phasing out legacy assets.

Approach
Positioned the repositioning as a delivery programme, designing a Creative Operations framework covering:
• rollout planning and sequencing
• asset migration and lifecycle management
• brand governance and consistency
• stakeholder alignment across teams and agencies

Delivery
• Delivered rollout roadmaps across digital and estate environments
• Migrated 150+ digital assets and 240+ print/POS communications
• Implemented brand architecture frameworks and governed asset libraries
• Introduced prioritisation models to sequence rollout across channels
• Aligned 30+ stakeholders and agency partners through structured workflows

Impact
Delivered a coordinated national rollout across digital and physical environments while phasing out legacy messaging. Embedded the new identity as an operational foundation, enabling consistent, scalable brand delivery across the estate.