Designed a scalable product and brand architecture to support retail growth and consistent customer experience.

Role
Head of Studio | Creative Operations Lead
Led product and brand delivery, governance and stakeholder alignment across the programme.

Challenge
The next-generation Premier Inn bed required a scalable naming and brand structure to support future iterations, partnerships and retail expansion without diluting brand equity.

Approach
Positioned the bed as a masterbrand asset, developing a structured product architecture to support both hotel and retail environments.

Delivery
• Developed a modular naming framework to support product evolution
• Established partnership and usage guidelines across channels
• Enabled consistent implementation across retail, marketing and digital

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