Whilst managing the Travelodge account at Corporate Edge in London, Chairman Chris Wood and I were asked by the hotel group’s COO to lead a 12-month concept development project for a new sub-brand. Working alongside lead architect Neil Fairplay and the in-house design team, I led the product definition and naming process informed by in-depth market analysis of the European budget hotel sector. Having identified the opportunity space and profiled the target guest, we created a visual identity system that brought life to the new concept before running a series of qualitative research sessions throughout the country in order to stress-test the new offer and inform our design decisions. In parallel with this project, I also completed a brand stretch initiative to identify potential new revenue streams for the Travelodge master-brand and worked on a full revision of the brand guidelines, complete with implementation workshops.