Branding an Integrated Hospitality Experience for Budget-Conscious Explorers.
LETZ Inn is an integrated facility operator based in Semarang, Indonesia, offering co-living, co-working, and eatery spaces for individuals and companies seeking a seamless, affordable lifestyle. Designed for those who value freedom, community, and convenience, LETZ Inn blends hospitality with functionality, redefining the budget hotel experience into one of comfort, connectivity, and exploration. With a monolithic brand architecture and a unified identity across all touchpoints, LETZ Inn empowers young travellers and businesses to live, work, and play together—under one brand, in one space.
THE CREATIVE CHALLENGE
LETZ Inn encountered a key challenge in establishing a distinctive brand identity within Indonesia’s competitive budget hospitality landscape. While the company offered a unique integrated concept—combining co-living, co-working, and leisure spaces under one brand—its previous positioning lacked clarity, making it difficult for target audiences to fully grasp the value of this holistic offering.
The absence of a cohesive brand narrative and visual system diluted LETZ’s potential to stand out among conventional budget hotels and co-working providers. Additionally, SEO visibility and digital brand recall were low due to inconsistent messaging and a lack of optimised content across online platforms. This misalignment prevented LETZ Inn from attracting the right segment of budget-conscious young professionals and businesses seeking flexible, connected spaces.
To thrive in a digitally driven, experience-focused market, LETZ Inn needed a clearly defined brand architecture, compelling brand story, and an SEO-optimised identity that could communicate its “Live, Work, Play” philosophy across every touchpoint—from signage to search engines.
THE SOLUTION
To position LETZ Inn as a leading budget hospitality brand in Indonesia, we developed a unified brand strategy that clearly communicates its unique “Live, Work, Play” offering—integrating co-living, co-working, and leisure spaces under one identity. We established a monolithic brand architecture with a modern-classic visual system and SEO-optimised messaging to boost online discoverability for keywords like budget hotel Indonesia and co-living Semarang. The refreshed identity, inspired by nature and minimalism, conveys comfort, accessibility, and adventure—helping LETZ Inn attract young professionals and businesses seeking affordable, integrated lifestyle solutions across urban Indonesia.
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A brand audit is a comprehensive assessment of a company’s brand and how its customers and stakeholders perceive it. It involves evaluating various elements of the brand, such as the company’s mission and values, its branding and marketing materials, and the customer experience, to determine its overall strength and effectiveness. Conducting a brand audit is important for any company that wants to ensure that it effectively communicates its brand values and message to its customers and stakeholders. By evaluating the various touchpoints where customers interact with the brand, a company can identify any inconsistencies or weaknesses in its branding and marketing efforts and take steps to address them.
BRAND POSITIONING
Adopting Monolithic Brand Architecture
To ensure consistency and clarity across all offerings, LETZ Inn adopts a monolithic brand architecture that unifies its various property types—such as LETZ Cabin, LETZ Inn, and LETZ Plus Inn—under a single, cohesive brand. This strategic approach allows each sub-brand to benefit from the strength and recognition of the core LETZ identity, reinforcing brand recall while streamlining customer understanding. By consolidating co-living, co-working, and leisure services into one branded ecosystem, LETZ Inn not only simplifies brand management but also enhances scalability, positioning itself as a trusted and accessible lifestyle brand in Indonesia’s budget hospitality market.
WHAT IS BRAND ARCHITECTURE?
BRAND IDENTITY
BRAND TOUCHPOINTS
LETZ Inn’s brand touchpoints are thoughtfully designed to deliver a unified and immersive experience across both physical and digital environments. From branded interiors at LETZ Inn and co-working spaces to a seamless website and engaging social media presence, every interaction reinforces LETZ’s promise of affordable, integrated living in Indonesia. The consistent use of nature-inspired visuals, modern typography, and the “Live, Work, Play” message ensures brand cohesion across signage, room amenities, wayfinding systems, and digital platforms. These touchpoints not only enhance user experience but also strengthen LETZ’s positioning as a leading co-living and budget hospitality brand in Semarang, trusted by young individuals and businesses seeking convenience, comfort, and connection.
BRAND ROLLOUT
The LETZ Inn brand rollout is anchored by a comprehensive brand manual that ensures visual and verbal consistency across all customer touchpoints. This guide outlines clear standards for logo application, typography, colour palette, imagery style, and tone of voice—enabling internal teams and external partners to accurately represent the LETZ identity across locations in Semarang and beyond. By adhering to these unified guidelines, LETZ reinforces its position as an integrated co-living and budget hospitality brand in Indonesia, fostering brand recognition, trust, and loyalty. The brand manual supports scalable growth while preserving the essence of LETZ’s “Live, Work, Play” philosophy in every new application and expansion.
Working with LETZ was an inspiring journey of redefining what budget hospitality can truly offer. From the beginning, we recognised the potential in LETZ’s integrated concept, bringing co-living, co-working, and leisure together in a way that speaks to a new generation of explorers. Our goal was to shape a brand that not only feels modern and adventurous, but also accessible and grounded in everyday comfort. Through a collaborative and strategic process, we crafted a brand that reflects the spirit of freedom, connection, and convenience, rooted in a clear vision and brought to life across every touchpoint. We’re proud to have helped position LETZ as a meaningful lifestyle brand in Indonesia’s evolving hospitality landscape.
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."
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