Where the Hell is Lue? This was the first reaction when the guys from Lue Hotel approached us. Sometimes the first reaction to something new is the most distinctive. So we ran with it. Aligning the branding, stationary, promotional stickers as well as the website around the big question. We created a unique style, taking a mish mash of elements form different time periods to illustrate the colorful history of almost 100 years and the character of the rather raw establishment in the middle of nowhere.