Embedding a brand platform as an operational system across a national estate.

Role
Studio Manager | Creative Operations Lead
Led delivery governance, rollout planning and stakeholder alignment to operationalise the brand platform across digital and physical environments.

Challenge
“Rest Easy” was not just a campaign – it was a brand platform requiring full operational integration across a live business. The repositioning redefined Premier Inn’s identity across a complex digital ecosystem and physical estate, requiring coordinated rollout while phasing out legacy assets without disrupting delivery.

Approach
Reframed the repositioning as a national delivery programme, translating the “Rest Easy” platform into a structured creative operations system.

Designed a framework covering:
• rollout planning and sequencing across channels
• asset migration and lifecycle management
• brand governance to maintain 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
• Managed rollout across website, CRM, campaign and physical environments

Impact
Successfully embedded “Rest Easy” as a national brand platform across digital and physical environments, enabling consistent brand delivery across all touchpoints, a controlled phase-out of legacy messaging, and scalable application across a complex estate.