Sen is a luxury hotel and spa in Phuket, Thailand. The clients of Sen are those looking to escape their stressful everyday life. The branding system for this company was created to embody the soothing and upscale nature of this hotel. The logo mark was inspired by traditional Thai architecture and culture. The Sen texture was influenced by the calming of water ripples. A branding manual was developed to keep the brand consistent through the stationery and applications.