Guiding the Premier Inn Experience.

Issue
Ground-floor spaces lacked a cohesive visual language. Outdated signage – with legacy fonts, colours and inconsistent treatments – no longer reflected the refreshed Premier Inn brand. This inconsistency disrupted the guest journey between key areas such as Reception, Bar and Toilets, diluting the clarity, warmth and simplicity guests expect.

Insight
Wayfinding is a silent brand ambassador. Every sign, surface and directional cue should work together to reassure and guide guests effortlessly. When executed with clarity and consistency, wayfinding becomes more than instruction – it becomes part of the Premier Inn experience: calm, confident and unmistakably ours.

Idea
We created a unified wayfinding system rooted in Premier Inn Sans, using hierarchy and weight to balance visibility with warmth. The Premier Inn Purple and Metallic Pearl palette added recognisable brand depth, while clean layouts and generous spacing established a calm visual rhythm throughout. Wall and pillar panels, door plaques and safety signage were reimagined as part of a Scalable Toolkit – a flexible, brand-first system that adapts seamlessly to different formats, finishes and environments. The toolkit provides detailed guidance on typography, colour, materials and placement, ensuring every rollout remains consistent, efficient and on-brand.

Impact
The refreshed system delivers a more intuitive and cohesive guest experience while equipping teams with the tools to maintain it. The Brand Toolkit ensures wayfinding across all sites can be implemented quickly and confidently – reducing complexity, preserving quality and strengthening brand consistency. The result is a physical environment that feels effortlessly Premier Inn: clear, calm and confidently connected.