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Rufus Leonard

Core disciplines: Branding / design, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2016

 

84%

record occupancy

14.7% 

increase in total sales

 

8.8% 

Growth in RevPAR

#1

YouGov Hotel BrandIndex

Problem

With a new hotel opening every seven days, the UK’s most loved* hotel chain was growing rapidly. Premier Inn wanted to ensure that their brand identity kept pace, reflecting their personality in a consistent way. This would involve a thorough review and refresh of the visual and verbal brand identity across all touch-points.

 

Solution

Firstly, we interviewed key stakeholders to truly get under the skin of the business. Next, we worked closely with Premier Inn to undertake an in-depth experience audit of the entire customer journey. From initial strategy right through to final creative delivery, our collaborative partnership developed the identity to flex across internal, external and B2B communications – creating a fully integrated brand system. That meant a new typeface, colour palette, image bank, graphic assets, iconography and a new visual language. In partnership with our client, we also crafted a detailed ‘cascade plan’ to ensure the changes were implemented with logic and coherence – from digital elements through to estate and vehicle liveries.

 

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