Operationalising the ZIP brand identity for scalable rollout across digital, marketing and estate environments.

ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, brand governance and stakeholder alignment across the rollout of the ZIP identity.

CONTEXT
Whitbread launched ZIP by Premier Inn to enter the super-budget hotel market, requiring a distinctive identity separate from the core Premier Inn brand.

The identity needed to communicate its “basics done brilliantly” proposition while remaining adaptable and consistent across digital, campaign and estate environments.

IDEA
Positioned the identity as a governed brand system, ensuring the creative concept could scale reliably across operational and marketing environments.

SCOPE
Led cross-functional alignment to translate the ZIP identity into structured brand guidelines supporting consistent delivery across digital, marketing and estate channels.

DELIVERY
Worked with Wolff Olins, F37® Foundry, the in-house studio and internal stakeholders to ensure the typographic system, tone of voice and visual principles were clearly defined and usable across real-world applications.

Developed scalable brand guidelines and embedded governance across internal teams and agency partners to support consistent multi-channel rollout.

IMPACT
ZIP launched with a cohesive identity that established clear differentiation within the super-budget sector.

Structured governance reduced interpretation risk and enabled consistent execution across agencies and internal teams.