The word “Selah” was chosen because of its distinctive sound, look, and implicit meaning—an ancient Hebrew word from the Psalms that means to pause, rest, or lift up.

The identity solution provides a directive to pause, reflect, and savor the moment. Its look is minimal, with no over-the-top adornment. The natural, calm, slow, and relaxing design uses soft, cool grays, violets, indigos, blues, and earth tones.

At the entrance to Selah is a massive slice of back-lit, hand-oiled cypress sourced from the Pacific Northwest, carbon-dated to 182 B.C. The type treatment consists of individually carved letters made of unfinished white oak. Both are offset from the wall and back-lit to provide the effect of floating.

Along the hallways of Selah are a series of 16 large-scale framed color photographs of Indigenous ferns shot by former National Geographic Senior Photo Editor Kim Hubbard. The imagery gives guests the sense they are entering an earthy, subterranean world.

Identity system, entrance signage, products, collateral, and apparel

• Matt Adams and Micheal Mahaffey, Tiny Giant

• Steven Burke, Visual Impact Studios