Spotlighting our purpose and values messaging across our newly refurbished HQ's space.

Issue
Our oldest and biggest support centre office and HQ was going under refurbishment. Included in this refurb was the creation of 37 brand-new meeting rooms in varying dimensions as well as designated areas for each department with seven accompanying branded feature walls in each ‘neighbourhood’. We had to consider not only creating a themed naming convention for the meeting rooms, but also one that was easy to navigate as these meeting rooms would also be linked to our internal systems when booking a meeting via Teams and Outlook.

Insight
As the previous office design had no identifiable features and very little consistency, to combat this, we carried out some research to find out what our teams wanted the design and messaging to represent. For the meeting rooms, it was to express a sense of pride, the scale and size of Premier Inn and to feel inspired. For the brand walls, it was to showcase our brand purpose and brand pillars (Care, Choice, Sleep, Convenience, Consistency and Innovation).

Idea
Meeting rooms
We saw an opportunity to celebrate the fact that we are not only everywhere across the UK, Germany and UAE but that it’s this variety of locations that makes us the nation’s most-loved hotel. For each of the 37 meeting rooms, we would pay homage to our locations across Premier Inn and hub, by calling them a location name with an accompanying fun fact or special stat that demonstrated that hotel’s significance or ‘spirit’.

Informative, fun and celebratory, this use of locations encourages us to adopt a different way of speaking and create a new ‘internal language’ to help us navigate the new meeting room system. For example, “I’ll meet you in Manchester at 10am”. Not only does it highlight the relevancy and connection locations have to us and our brand, but the rooms also become an extension of our hotels in a playful, interactive way.
To help select the coveted 37 names, we asked business wide (from Product and PR to trading and Internal Comms) about hotels of significance to ensure we’re showcasing a diverse and exciting range of locations.

Brand feature walls
Inspired by our brand RTBs, we wanted these to be the focus on the brand feature walls. Having them front and centre and in amongst all our teams, would act as constant reminder of who we are, what we do and why do it. These included everything from our warm welcome and tasty breakfast to Premier Plus, expertise in sleep and business proposition. The visual design included a punchy but warm headline with supporting copy alongside one of our branded images.

Impact
With the refurb now complete, our teams are thoroughly enjoying their new space and use of meeting rooms. Due to the positioning of the designs on the wall, they are often in the background of Teams calls making them a point of interest an conversation starter on both virtual and face-to-face meetings.