Establishing a scalable brand governance system across 850+ hotels.

ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, brand governance and stakeholder alignment across the Premier Inn estate.

CONTEXT
With more than 850 hotels nationwide, Premier Inn faced growing inconsistency in in-hotel messaging and visual communication. Signage varied in clarity, placement and quality across sites, diluting brand distinctiveness and creating uneven guest experiences.

Without a centralised governance framework, implementation remained reactive and fragmented, increasing compliance risk as the estate continued to expand.

IDEA
Developed a scalable Brand Standards Toolkit to provide a structured governance system connecting Brand, Operations and Studio teams, ensuring consistent implementation across live environments.

SCOPE
Led the design and rollout of the governance framework across the national estate, establishing clear standards for signage specification, placement guidance and operational implementation.

DELIVERY
Created a structured toolkit providing site-ready guidance, asset specifications and implementation instructions aligned with operational requirements.

Introduced centralised asset control and inventory visibility across 241 active POS lines and approximately 2 million items in circulation, improving coordination between central teams and site operations while reducing interpretation risk at hotel level.

IMPACT
Brand consistency strengthened across 850+ hotels, reducing implementation errors and increasing compliance confidence across the estate.

Frontline teams gained clear operational guidance, enabling confident local delivery while maintaining consistent brand standards across a complex national network.