Credits

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Subject:
Branding, Design Direction

Client:
Seláni Brand (Selanibrand.com)

Richter 8

Design & Direction:
Zach Ludlow

Art Dirction:
Zach Ludlow, Elena Paziuk

Photography:
Apollo 9 Studios

Brand Identity,

Product Design & System Build

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Project Overview

Seláni is a luxury beachwear brand designed from the ground up with a focus on restraint, elegance, and versatility. I led the brand strategy, visual identity, product direction, and packaging, developing a cohesive system intended to scale across physical products, digital platforms, and retail environments.

From the outset, the goal was to create a brand that felt considered and enduring rather than seasonal or trend-led. Every decision, from typography and color to materials and product design, was made with longevity and real-world application in mind.

The Opportunity

The beachwear market is saturated with brands that rely heavily on trend cycles, loud patterns, and overt branding to compete for attention. While visually immediate, much of this work lacks longevity and often feels disposable after a single season.

Seláni was conceived as a quieter alternative. A brand built around refinement rather than novelty, and confidence rather than excess. The opportunity was to introduce a more elevated point of view to the category. One rooted in timeless design, thoughtful materials, and a restrained visual language that allows the product, not the branding, to lead.

Rather than chasing trends, Seláni aims to occupy a space where beachwear feels intentional, sophisticated, and adaptable across settings and moments.

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Brand Direction,

Identity & Application

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Seláni was designed as a complete brand system rather than a single visual expression. The identity emphasizes balance, negative space, and proportion, creating a sense of calm that carries consistently across all touchpoints.

A refined color palette and editorial typography establish a tone that feels modern yet classic. Graphic elements and patterns were developed to be subtle and flexible, supporting the product without overwhelming it. This visual language extends seamlessly across garments, packaging, printed materials, social content, and digital experiences.

Product design focused on versatility and wearability. Pieces are designed to move easily from beach to resort to city, allowing the wearer to style them across different contexts. Branding is applied with restraint, living in details such as texture, pattern, and construction rather than prominent logos.

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Outcome

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Seláni exists today as a fully realized brand with physical products, custom packaging, retail presence, and a growing digital footprint. The system is intentionally designed to evolve, supporting future collections and expanded distribution without losing its core identity.

This project reflects my ability to build and steward a luxury brand from initial vision through execution. Balancing strategy, visual design, product thinking, and real-world constraints, Seláni demonstrates a holistic approach to branding where clarity, restraint, and consistency are central to long-term success.

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