Delivered a scalable product and brand architecture across digital, retail and marketing channels.

Role
Studio Manager | Creative Operations Lead
Led product and brand delivery, governance and stakeholder alignment.

Challenge
The launch of a next-generation Premier Inn bed introduced complexity across brand, operational and customer experience environments.

With multiple bed types co-existing during rollout, a scalable naming and communication framework was required to:
• differentiate product generations without undermining existing experience
• balance Premier Inn and Silentnight partnership positioning
• ensure consistency across digital, in-hotel and marketing channels
• remain legally compliant and future-proofed

Approach
Positioned the bed as a masterbrand asset, developing a structured product architecture and end-to-end customer journey.

Delivery
• Developed a modular naming framework to support product evolution
• Established partnership and usage guidelines across channels
• Delivered end-to-end website experience and product pages, supporting conversion and retail integration
• Defined and implemented in-room POS journey and messaging (“try before you buy”)
• Supported product photography shoot for the mattress with Silentnight, aligning output to brand and retail positioning
• Managed rollout across CRM, marketing and physical touchpoints

Impact
Delivered a scalable product and brand platform supporting commercial growth.
• Increased mattress sales by 500%
• Enabled expansion of the hotel-to-home retail range
• Reinforced Premier Inn’s core comfort proposition

Live site:
https://www.premierinnathome.com/premier-inn-mattress.html