Premier Inn is a British hotel chain and the UK’s largest hotel brand, with more than 72,000 rooms and 800 hotels. It operates hotels in a variety of locations including city centres, suburbs and airports competing with the likes of Travelodge and Ibis hotels. The company was established by Whitbread as Travel Inn in 1987, to compete with Travelodge. Whitbread bought Premier Lodge in 2004 and merged it with Travel Inn to form the current business under the name Premier Travel Inn, which was then shortened to Premier Inn and design agency Creative Clarity were assigned with creating its new brand visual identity. On approval of the new identity, Creative Clarity enlisted JMDM to assist with the rollout of a wide range of internal and external branded material, including a comprehensive set of style guidelines, brand book, promotional offers and posters. A memorable and impactful internal launch of the new brand was held to mark the official transition from Premier Travel Inn, which included the creation of a teaser campaign and ‘purple box’ distribution to all sites on ‘Premier Inn Day’.