Creative Studio
Creative Studio
Creative Studio

Curating Memorable
Experiences and Stories

Curating Memorable
Experiences and Stories

COMPANY
COMPANY
COMPANY

Selah

Selah

ROLE
ROLE
ROLE

Brand Designer

Brand Designer

Brand Designer

EXPERTISE
EXPERTISE
EXPERTISE

UX Design & Web Development

UX Design & Web Development

UX Design & Web Development

YEAR
YEAR
YEAR

2026

2026

2026

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Project Description

Project Description

Project Description

Selah is a Lagos-based creative studio offering two distinct but connected services: Selah The Experience, which designs and executes intentional events from intimate gatherings to full-scale occasions, and Selah Storytelling, which translates ideas, memories, and identities into custom illustrations and visual narratives. Founded by Oyinda Oshiafi, Selah is built around a simple but powerful belief: that the moments that matter deserve to be created with intention.

I was brought in as Brand Designer and Web Developer to completely overhaul Selah's brand presence: rethinking their visual identity from the ground up, building a full suite of brand assets, and designing and developing their new website.

Selah is a Lagos-based creative studio offering two distinct but connected services: Selah The Experience, which designs and executes intentional events from intimate gatherings to full-scale occasions, and Selah Storytelling, which translates ideas, memories, and identities into custom illustrations and visual narratives. Founded by Oyinda Oshiafi, Selah is built around a simple but powerful belief: that the moments that matter deserve to be created with intention.

I was brought in as Brand Designer and Web Developer to completely overhaul Selah's brand presence: rethinking their visual identity from the ground up, building a full suite of brand assets, and designing and developing their new website.

Selah is a Lagos-based creative studio offering two distinct but connected services: Selah The Experience, which designs and executes intentional events from intimate gatherings to full-scale occasions, and Selah Storytelling, which translates ideas, memories, and identities into custom illustrations and visual narratives. Founded by Oyinda Oshiafi, Selah is built around a simple but powerful belief: that the moments that matter deserve to be created with intention.

I was brought in as Brand Designer and Web Developer to completely overhaul Selah's brand presence: rethinking their visual identity from the ground up, building a full suite of brand assets, and designing and developing their new website.

Timeline

Timeline

10-week project from brand discovery → identity design → asset production → website design → development & launch.

10-week project from brand discovery → identity design → asset production → website design → development & launch.

Background

Background

Selah had the work, the clients, and the creative philosophy but their brand didn't reflect any of it. The existing identity felt generic and disconnected from the warmth, intentionality, and premium quality of what they actually delivered. Clients were arriving without a clear sense of what Selah stood for visually, and the brand wasn't doing the work of attracting the right audience or communicating the studio's depth and range. The challenge was to build an identity that felt as considered as Selah's work itself; one that could hold space for both the experiential and the illustrative sides of the business without either feeling like an afterthought.

Selah had the work, the clients, and the creative philosophy but their brand didn't reflect any of it. The existing identity felt generic and disconnected from the warmth, intentionality, and premium quality of what they actually delivered. Clients were arriving without a clear sense of what Selah stood for visually, and the brand wasn't doing the work of attracting the right audience or communicating the studio's depth and range. The challenge was to build an identity that felt as considered as Selah's work itself; one that could hold space for both the experiential and the illustrative sides of the business without either feeling like an afterthought.

Process

Process

Process

Research & Planning

Research & Planning

Research & Planning

Conducted a brand audit of the existing identity to document what wasn't working: inconsistent visual language, no defined typographic system, no cohesive color story

  • Ran a brand discovery session with Oyinda to uncover Selah's core values, tone of voice, target audience, and competitive positioning within the Nigerian creative and events space.

  • Identified the central creative challenge: designing for duality. The studio needed a unified brand that could express both the physical and tactile world of events/gifting AND the expressive, illustrative world of storytelling without forcing a split identity.

  • Defined the brand direction: emphasis– a moment intentionally marked and remembered, personal but polished, bold enough to stand out, restrained enough to feel timeless.

Conducted a brand audit of the existing identity to document what wasn't working: inconsistent visual language, no defined typographic system, no cohesive color story

  • Ran a brand discovery session with Oyinda to uncover Selah's core values, tone of voice, target audience, and competitive positioning within the Nigerian creative and events space.

  • Identified the central creative challenge: designing for duality. The studio needed a unified brand that could express both the physical and tactile world of events/gifting AND the expressive, illustrative world of storytelling without forcing a split identity.

  • Defined the brand direction: emphasis– a moment intentionally marked and remembered, personal but polished, bold enough to stand out, restrained enough to feel timeless.

Identity Design

Identity Design

Identity Design

  • Explored six logo concepts before arriving at the chosen wordmark: a bold concept that positions Selah as a ritual, intentionally spotlit and remembered. Geometric forms introduce rhythm and pause, drawing inspiration from African traditions where shapes signify gathering, alignment, and transition. The logo grounds the symbolism in a contemporary, globally legible form, allowing the logo to feel culturally rooted, ceremonial, and modern without relying on literal motifs.

  • Built a visual system around a midnight blue and muted gold palette: midnight blue for reverence, reflection, and trust; gold for celebration, and sophistication.

  • Selected a typographic pairing of The Seasons and Satoshi to balance editorial elegance with approachability.

  • Designed a complete suite of brand assets including: logo suite (primary, secondary, and favicon variants), brand pattern/texture, typography guidelines, color system, and usage rules across digital and print contexts.

  • Explored six logo concepts before arriving at the chosen wordmark: a bold concept that positions Selah as a ritual, intentionally spotlit and remembered. Geometric forms introduce rhythm and pause, drawing inspiration from African traditions where shapes signify gathering, alignment, and transition. The logo grounds the symbolism in a contemporary, globally legible form, allowing the logo to feel culturally rooted, ceremonial, and modern without relying on literal motifs.

  • Built a visual system around a midnight blue and muted gold palette: midnight blue for reverence, reflection, and trust; gold for celebration, and sophistication.

  • Selected a typographic pairing of The Seasons and Satoshi to balance editorial elegance with approachability.

  • Designed a complete suite of brand assets including: logo suite (primary, secondary, and favicon variants), brand pattern/texture, typography guidelines, color system, and usage rules across digital and print contexts.

Website Design & Development

Website Design & Development

Website Design & Development

  • Designed the website wireframe in Figma, mapping out a clear site architecture that guided visitors through Selah's story, services, and portfolio with minimal friction.

  • Built the live site on WordPress, balancing customization with ease of use so Oyinda and her team could manage content independently post-launch.

  • Structured the site around two clear portfolio arms—Selah The Experience and Selah Storytelling—while maintaining a cohesive brand feel across both.

  • Ensured the site was fully mobile-responsive, given that the majority of Selah's audience discovers them through Instagram and WhatsApp.

  • Designed the website wireframe in Figma, mapping out a clear site architecture that guided visitors through Selah's story, services, and portfolio with minimal friction.

  • Built the live site on WordPress, balancing customization with ease of use so Oyinda and her team could manage content independently post-launch.

  • Structured the site around two clear portfolio arms—Selah The Experience and Selah Storytelling—while maintaining a cohesive brand feel across both.

  • Ensured the site was fully mobile-responsive, given that the majority of Selah's audience discovers them through Instagram and WhatsApp.

Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo
Old Selah logo

Design Learnings

Design Learnings

Design Learnings

Duality Needs a Common Thread

Duality Needs a Common Thread

Designing for a studio with two distinct service arms meant every visual decision had to work across both contexts. The solution wasn't to split the brand; it was to find a visual language expressive enough to hold both, anchored by a consistent palette, type system, and spatial sensibility.

Designing for a studio with two distinct service arms meant every visual decision had to work across both contexts. The solution wasn't to split the brand; it was to find a visual language expressive enough to hold both, anchored by a consistent palette, type system, and spatial sensibility.

Restraint Is a Premium Signal

Restraint Is a Premium Signal

For a brand in the experience and gifting space, is a temptation to pack in every flourish however, restraint was the stronger choice. Generous white space, a disciplined color palette, and clean typographic hierarchy communicated confidence and quality far more effectively than visual noise would.

For a brand in the experience and gifting space, is a temptation to pack in every flourish however, restraint was the stronger choice. Generous white space, a disciplined color palette, and clean typographic hierarchy communicated confidence and quality far more effectively than visual noise would.

The Brand Has to Do Sales Work

Naming & Nav Clarity

Selah's existing brand wasn't converting the right clients. A key design goal beyond aesthetics was ensuring the new identity communicated value clearly so that the right audience (those investing meaningfully in events, keepsakes, and bespoke illustration) would self-select in.

Selah's existing brand wasn't converting the right clients. A key design goal beyond aesthetics was ensuring the new identity communicated value clearly so that the right audience (those investing meaningfully in events, keepsakes, and bespoke illustration) would self-select in.

Founder-Led Brands Need Warmth

Founder-Led Brands Need Warmth

Selah is deeply personal: rooted in Oyinda's creative vision and values. The brand needed to feel human and warm, not corporate. Every detail, from the copy tone to the softness in the typographic choices, was calibrated to reflect a studio you trust with your most meaningful moments.

Selah is deeply personal: rooted in Oyinda's creative vision and values. The brand needed to feel human and warm, not corporate. Every detail, from the copy tone to the softness in the typographic choices, was calibrated to reflect a studio you trust with your most meaningful moments.

Solutions

Solutions

Solutions

New Logo & Visual Identity

New Logo & Visual Identity

A refined, intentional mark that communicates the studio's positioning: warm, approachable, and deeply considered. The identity works equally well on event collateral, illustration packaging, and digital surfaces.

A refined, intentional mark that communicates the studio's positioning: warm, approachable, and deeply considered. The identity works equally well on event collateral, illustration packaging, and digital surfaces.

Complete Brand Asset Suite

Complete Brand Asset Suite

A full toolkit covering logo variants, color system, typography, brand patterns, and usage guidance: giving Selah everything they need to show up consistently whether they're on Instagram, in a client proposal, or printing packaging for a gift.

A full toolkit covering logo variants, color system, typography, brand patterns, and usage guidance: giving Selah everything they need to show up consistently whether they're on Instagram, in a client proposal, or printing packaging for a gift.

Website Development

Website Development

A clean, mobile-responsive WordPress site structured around Selah's two service arms, with a portfolio showcasing past work across events and storytelling. The site is designed to convert the right clients—those who value intention, craft, and meaning—and is fully manageable by the Selah team going forward.

A clean, mobile-responsive WordPress site structured around Selah's two service arms, with a portfolio showcasing past work across events and storytelling. The site is designed to convert the right clients—those who value intention, craft, and meaning—and is fully manageable by the Selah team going forward.

A clean, mobile-responsive WordPress site structured around Selah's two service arms, with a portfolio showcasing past work across events and storytelling. The site is designed to convert the right clients—those who value intention, craft, and meaning—and is fully manageable by the Selah team going forward.

Results

Results

Results

  1. Launched a cohesive brand identity that finally reflects the quality and intentionality of Selah's work: moving from a generic visual presence to one that is distinctive and ownable.

  2. Delivered a full brand asset suite that equips the studio to show up consistently across all touchpoints: digital, print, and physical.

  3. Built and launched selahtheexperience.com: a fully functional, mobile-responsive WordPress site housing Selah's story, services, and growing portfolio.

  4. Established a visual system that scales; designed to hold as Selah grows, adds services, or expands into new markets.

  5. Within a week of launch, Selah received two new client enquiries directly attributed to the website.

  1. Launched a cohesive brand identity that finally reflects the quality and intentionality of Selah's work: moving from a generic visual presence to one that is distinctive and ownable.

  2. Delivered a full brand asset suite that equips the studio to show up consistently across all touchpoints: digital, print, and physical.

  3. Built and launched selahtheexperience.com: a fully functional, mobile-responsive WordPress site housing Selah's story, services, and growing portfolio.

  4. Established a visual system that scales; designed to hold as Selah grows, adds services, or expands into new markets.

  5. Within a week of launch, Selah received two new client enquiries directly attributed to the website.

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