Onedar
JOURNEYS THAT INSPIRE MEANINGFUL CONNECTIONS
Onedar is a destination creator introducing immersive, authentic journeys to Saudi Arabia, new-built as an expansion of Sela. Starting from their vision alone, to redefine traditional tourism services and appeal to the European market, we created an impactful brand with a fresh name, a charming identity and a compelling social presence.
The Shift
Sela’s purpose was to create a bridge with Europe that attracts visitors to Saudi Arabia, as well as to find a middle ground between ultra-luxury and budget travel, while offering these services to leisure, MICE and cruise tourism. This required remaining honest to their vision of fostering more meaningful engagement with the Kingdom, inspiring curiosity from overseas.
The Breakthrough
Skyne enabled Sela to launch Onedar as a new gateway to Saudi Arabia, bridging the gap between European travellers and the Kingdom. Moving from a fragmented set of destination narratives with no unified international platform, we created a single brand system that connects culture, tourism, and place in a way that is investable, partner-ready, and scalable on a global stage. Onedar opens Saudi Arabia to a new market, unlocking demand across leisure, MICE, and cruise segments while becoming a key driver of inbound tourism growth. The launch at ITB Berlin marked that transition onto an international stage, opening the right conversations and setting the foundation for future growth.
ARTICULATING A GENUINE POSITION
We expressed Onedar’s unique ability to curate premium yet accessible journeys through a confident brand voice, alongside a comprehensive strategy. The tagline “One Home, A World of Discovery” was formulated to capture the brand’s essence: a global gateway to Saudi Arabia’s wonders. Onedar brings together two worlds in one word. From English, the name Onedar echoes both “wonder” and “wander”, evoking curiosity and emotional connection. From Arabic, “dar” (دار), means home, gathering, a place of welcome. Together, Onedar becomes a story of unity: One home, a world of discovery.
THINKING FORWARD IS OPENING UP TO THE UNDISCOVERED, AND FINDING A HOME IN THE EXPERIENCE.
ONEDAR’S HOME IS YOUR HOME
Skyne adopted a so-called branded house approach, which also ensured Onedar’s socials are communicated with clarity and optimised market potential. A single master brand unifies the Leisure, MICE and Cruise sectors under a cohesive visual identity. The social media plan was informed by market analysis and qualitative inquiry. The content ranges from evocative landscape visuals to narratives that support the brand promise. It pertains to both B2B partners and the B2C market and asserts Onedar to become Saudi Arabia’s leading destination creator.
Skyne adopted a so-called branded house approach, which also ensured Onedar’s socials are communicated with clarity and optimised market potential. A single master brand unifies the Leisure, MICE and Cruise sectors under a cohesive visual identity. The social media plan was informed by market analysis and qualitative inquiry. The content ranges from evocative landscape visuals to narratives that support the brand promise. It pertains to both B2B partners and the B2C market and asserts Onedar to become Saudi Arabia’s leading destination creator.
MARIO HABIG
CEO DMC OF SELA - ONEDAR
From the start, Skyne stood out through their ability to truly listen and understand our business ambitions. They took our positioning and enriched those insights to arrive at a compelling and distinctive brand positioning for Saudi Arabia. They then translated this into a strong brand name and design, encapsulated in the idea of ‘One home, a world of discovery.’ The genuine partnership and team spirit made the process particularly valuable. It was not a traditional client–agency relationship. It was co-creating at its best.
Daniël Vos
Brand Consultant
In close collaboration with the Sela team, we developed Onedar, defining the name, strategy, and identity to create a thoughtful, distinctive, and relevant brand with lasting impact in the Saudi market. This partnership was shaped by strong alignment and a shared ambition, making the process as meaningful as the outcome.