Graphic design, art direction, and branding by Squat New York for Selina Hostels.
Selina is a hostel chain from Latin America offering guests luxurious yet budget-friendly sleeping rooms as well as co-working spaces for workers on the go. Graphic design studio Squat New York was commissioned to work on a new brand identity that reflects the different aspects of Selina. The previous identity was characterized by a young, fun-loving crowd, more interested in enjoying a party atmosphere than cultural experiences.
The designers have been asked to create a new visual language that speaks to a modern, slightly older generation of “macpackers”—serious travelers with the aim to expand their cultural palate and make their trips both personally and professionally productive. With this new target group in mind, the designers built a brand identity reflective of each location’s exploration opportunities, communal learning spaces, and Latin American flair. The work included the development of a great mix of branding materials ranging from print to web. Below you can find a few images. For more, please visit their website of Squat New York or follow them on Behance.
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