Perancangan Brand Identity Grand Keisha Hotel dalam rangka Re-branding untuk Mendukung Visi Ekspansi Merek Nasional

Aina, Aisha Korrie (2026) Perancangan Brand Identity Grand Keisha Hotel dalam rangka Re-branding untuk Mendukung Visi Ekspansi Merek Nasional. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Grand Keisha Hotel merupakan hotel bintang empat di Yogyakarta yang melakukan transisi menjadi properti independen pasca-terminasi afiliasi manajemen dengan Horison Hotels Group pada tahun 2019. Meskipun telah beroperasi secara mandiri di bawah naungan PT Mega Surya Investa, proses rebranding yang dijalankan dinilai belum optimal akibat minimnya aktivasi merek ke publik serta ketiadaan pembeda pasar (market differentiator) yang kuat dibandingkan kompetitor serupa. Selain itu, identitas visual saat ini masih cenderung bersifat regional, sehingga menimbulkan tantangan dalam menjaga konsistensi visual guna mendukung visi ekspansi perusahaan menuju skala nasional, termasuk rencana pembukaan unit kedua di Rangkasbitung, Banten. Perancangan ini bertujuan untuk merumuskan strategi identitas merek yang komprehensif dan terintegrasi guna mengukuhkan posisi Grand Keisha Hotel sebagai merek nasional. Metodologi yang digunakan mengacu pada proses lima fase perancangan identitas oleh Alina Wheeler yang diintegrasikan dengan pendekatan Design Thinking (Empathize, Define, Ideate, Prototype, dan Test). Pendekatan ini memastikan bahwa solusi desain yang dihasilkan tidak hanya estetis secara visual, tetapi juga strategis dan berpusat pada kebutuhan pengguna. Luaran dari perancangan ini meliputi strategi rebranding nasional, pengembangan sistem identitas visual yang mencakup logo, tipografi, dan palet warna, serta penyusunan buku pedoman identitas visual Grand Keisha Hotel. Melalui sistem identitas yang baru, diharapkan Grand Keisha Hotel dapat membangun citra merek yang konsisten, modern, dan merepresentasikan nilai Nusantara yang universal. Hasil perancangan ini diposisikan sebagai fondasi strategis untuk meningkatkan kepercayaan publik dan mendukung keberlanjutan ekspansi bisnis hotel di industri hospitalitas Indonesia.
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Grand Keisha Hotel is a four-star hotel in Yogyakarta that transitioned into an independent property following the termination of its management affiliation with Horison Hotels Group in 2019. Despite operating independently under PT Mega Surya Investa, the subsequent rebranding process is considered suboptimal due to a lack of public brand activation and the absence of a strong market differentiator against similar competitors. Furthermore, the current visual identity remains regionally biased, posing challenges in maintaining visual consistency to support the company’s national expansion vision, including the upcoming second branch in Rangkasbitung, Banten. This design project aims to formulate a comprehensive and integrated brand identity strategy to solidify Grand Keisha Hotel’s position as a national brand. The methodology refers to Alina Wheeler’s five-phase brand identity process, integrated with the Design Thinking approach (Empathize, Define, Ideate, Prototype, and Test). This approach ensures that the resulting design solutions are not only visually aesthetic but also strategic and human-centered. The outputs of this design include a national rebranding strategy, the development of a visual identity system comprising a logo, typography, and color palette and the compilation of the Grand Keisha Hotel Brand Identity Guidelines. Through this new identity system, Grand Keisha Hotel is expected to build a consistent and modern brand image that represents universal Nusantara values. The results of this design serve as a strategic foundation to enhance public trust and support the sustainable business expansion of the hotel within the Indonesian hospitality industry.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Ekspansi Nasional, Grand Keisha Hotel, Hospitalitas, Identitas Merek, Rebranding, Brand Identity, Grand Keisha Hotel, Hospitality, National Expansion, Rebranding
Subjects:	N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK1535.B3 Design
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Aisha Korrie Aina
Date Deposited:	31 Jan 2026 04:55
Last Modified:	31 Jan 2026 04:55
URI:	http://repository.its.ac.id/id/eprint/131360

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