Selina Hostels

As the business prepared for its next stage of growth, co-founder Rafael Museri came to Squat New York with plans to open many locations across Latin America. The ambition went beyond offering an affordable place to sleep. Selina brought together travel, remote work, surfing, music and shared experiences—a place to discover the local culture and become part of a community.

The challenge was to create an identity that could connect the growing network while capturing the character of each destination. It needed to speak to a generation of travelers who wanted to explore, meet people and make work part of the journey.

We explored multiple hand-drawn lettering directions from scratch, developing a logotype with the individuality and energy of the experience itself. Its flowing letters suggested movement and connection, giving Selina a signature that could travel from one destination to the next.

Around that signature, we built a system of symbols, colors and patterns rooted in local culture. Textiles, traditional crafts, weaving, beading and other regional references informed the visual language. Each location received its own combination of colors and shapes, allowing it to express a distinct personality within the wider Selina family.

The system extended across destinations in Colombia, Panama and Costa Rica, including Medellín, Bogotá, Cartagena, Bastimentos Island, Playa Venao, Pedasí, Tamarindo, San José and Jacó. The patterns could come together in bold, layered compositions, bringing the energy of each place into the brand.

We carried the identity into guest amenities, signage and promotional materials, from live-music posters to surf-club graphics. Across the proposed applications, the aim was to capture the culture, community and sense of possibility that made each destination its own—while keeping every expression unmistakably Selina.