At a time when the world is obsessed with making machines smarter, Selia chose to work on something even more vital: making humans more human.
Born from a deep cultural truth, Selia redefines emotional well-being not as something to fix, but as a space for growth and evolution. In a world increasingly driven by technology and algorithms, Selia stands for empathy, connection, and presence.

The Challenge

Selia began as a teleconsultation brand with enormous potential, but its fragmented identity and functional tone failed to reflect its purpose. The online therapy category had become commoditized and dominated by clinical language, transactional experiences, and cultural disconnection.
Our challenge was to reposition Selia as the emotional companion of a new generation: one that values authenticity, vulnerability, and a balanced relationship with technology.

The Strategy

Together with Panorama, Selia was reimagined as a digital space to grow and heal.
The brand now bridges reason and emotion, code and care. Its purpose: “to work and innovate so that every day, humans can be more human” became the foundation for its entire communication and product ecosystem.
Selia stops speaking only about therapy and begins to speak about self-knowledge, connection, and emotional evolution, reclaiming the value of slowing down, listening, and reconnecting with what truly matters.

The Identity

Visually, the new identity finds harmony between technology and humanity.
A warm and balanced color palette blends digital precision with organic calm. The typography combines softness with structure, while the logotype feels confident yet empathetic.
The tone of voice is simple, emotional, and brave. It listens more than it speaks, with statements that invite reflection: “You’re not broken. You’re alive.” or “While the world talks to machines, we talk to you.”

Handmade illustrations that reflect and dignify the value of human creation in a world that combines the dreamlike and fantastical with reality. It shows the path to self-knowledge as precisely that: a path, not a destination.

The result is a brand that transcends the category, turning technology into a bridge (not a barrier) to what matters most: being human.