Whitbread commissioned I-AM to refresh their logotype and identity as part of a scheme to create a new narrative for the company. They also wanted replace the final remnants of an
ex-brewing reputation that still existed in some areas.
Whitbread is not a customer facing company; rather, it is the bedrock foundation beneath a family of brands. As such,
I-AM identified two high priority target audiences: while it was important for Whitbread to be seen by those in the City as
a well-run and dynamic business it was also important for employees to view Whitbread as a place they could be proud
to spend their careers.
I-AM have positioned Whitbread as ‘the eat, sleep and drink company’ – both an indication of the activities of the business
and an expression of the commitment the employees have towards the company and its customers.