I was recently contacted by a client who is heading the development of a boutique hotel in Ciudad del Este, Paraguay. She needed an identity that was simple, elegant and carried an air of urban chic. The name of the hotel, Selene, originally means moon in Greek. I didn’t want to go with the Greek theme, although it may have been interesting also. The double S in the name of the hotel immediately gave me an opportunity to play with typography. The purple color came from the client’s choosing, since in feng-shui it translates to spiritual awareness and royalty. The final result made the client very happy and I was quite satisfied too.