Bringing Britain’s most loved hotel to life through imagery.

Issue

Despite strong brand recognition and a trusted reputation, Premier Inn had no established visual branding in the form of a consistent lifestyle photography library. This absence of a unified image collection created challenges across marketing channels – from digital and social media to press and internal communications, resulting in a disconnect between how the brand spoke and visually presented itself. The need was clear: to create a comprehensive and foundational visual toolkit to support all brand and marketing purposes.

Insight

Imagery isn’t just decoration – it’s persuasion. For modern travellers, photography plays a crucial role in decision-making. Beyond room specs and location, guests want to feel what their stay will be like. Our challenge was to build a first-ever suite of imagery that didn’t just showcase the product, but truly captured the comfort, warmth and ease of a Premier Inn experience.

Idea

We set out to create a narrative-led photography collection that mirrored the emotional tone of Premier Inn’s brand promise. From arrivals and family dinners to quiet moments and morning routines, the focus was capturing real-life scenarios that felt lived-in, relatable and inviting.

Shooting across multiple locations and casting people from diverse backgrounds to reflect the brand’s inclusivity, we featured real Premier Inn team members throughout – bringing authenticity, warmth and charm to every scene.

Impact

The final photography suite became the brand’s first cohesive and foundational visual toolkit, created entirely from scratch. It is now deployed across all major touchpoints, including paid media, website, PR, partner platforms, and in-hotel print. These images didn’t just support the brand – they defined it.