After A Rewarding Brand Journey, ONEDAR Meets the Global Arena
Category
Doing business in The Middle East
Date
04 April 2026
Read Time
3 Mins
In branding, a harmonious partnership is just as crucial as the business and brief.
When Sela approached Skyne, their ambition was clear: Saudi Arabia deserved a stronger presence on the global tourism stage. Not just as a destination, but as an experience that could resonate with international audiences, particularly across Europe.
Based in Jeddah, Sela specialises in entertainment and hospitality, creating experiences, events, and destinations. As a branding agency in Jeddah and beyond, Skyne was brought in to translate that vision into a brand that could travel.
What they were looking for was a bridge between the Kingdom and different tourism categories from overseas, fashioned by the right expertise. So, we built ONEDAR.
Now, nearly two months after its release, ONEDAR is already meeting the market with a sense of optimism: gaining traction, opening conversations, and showing the strength of a brand set in motion.
From the very beginning, Sela’s trust in us was rewarding. CEO DMC Mario Habig’s words about the partnership describe this success.
We move ahead of the industry, with dignity
For ONEDAR, that shift was clear: travel is no longer about destinations alone. It is about meaning, identity, and connection.
In Saudi Arabia, this position carries even greater significance. The Kingdom opens itself to the world, with the same regard it deserves and with a renewed sense of belonging.
Skyne did not just prompt this redirection, we wholly leaned into it when creating the brand from scratch.
From there, the brand unfolded through the identity, voice, and expression we formulated. A warm, expansive, and intentional system designed not to overwhelm, but to invite.
A brand that does not speak at you, but welcomes you in.
A partnership of lasting value
What shaped ONEDAR was not only the strategy, but equally the mutual consideration that took place.
As Mario Habig, CEO DMC of Sela (ONEDAR), reflects:
“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.”
It is in this kind of atmosphere that brands find their strongest form.
This wasn’t a linear process. It was thoughtful, iterative, and grounded in an exchange of trust.
A Debut Into the World
ONEDAR’s first steps into the global spotlight took place at ITB Berlin, where the world of travel gathers to exchange ideas, define directions, and discover what comes next.
For a newly born brand, it was an establishing moment. And it was received as such.
The reception signalled immediate relevance. Conversations began, opportunities opened and the positioning resonated.
ONEDAR didn’t just appear, it arrived with intent.
To be continued
Now, ONEDAR reflects that Saudi Arabia is not only ready to be discovered, but ready to host the world.
This journey was made possible by a shared belief between Sela and Skyne, about opening up to new audiences, new perspectives, and new possibilities.
The strongest brands are built from trust and open-mindedness.