Rufus Leonard

Core disciplines: Branding / design, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017



record occupancy


increase in total sales



Growth in RevPAR


YouGov Hotel BrandIndex


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.



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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