Selina is a Lifestyle, Travel and Hospitality platform where global and local communities meet, interact and forge new experiences.
Scattered in multiple countries in North, Central, South America and more recently Europe, Selina is much more than striking, well designed accommodation. Its focus is mainly in immersing travellers and nomads in the local culture, promoting engagement with new people, celebrating creativity, adventure and wellness.
We were challenged to approach Selina’s brand communication, its extensive universe of sub brands and products and rethink them into a new, cohesive, bold visual identity.
Creating a graphic universe for a multifaceted lifestyle brand
Selina is multicultural, so Selina is colourful. We established a palette of 20 colours, of which five were chosen for each country. Black and white are considered non-colours and secondary additions common to all the countries. The colour combinations allow for 349 different colour codes.