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Hardline27 was founded in 2023 by Sasha Selipanov. With offices in Berlin and Los Angeles, the company serves clients ranging from early-stage startups to long-established OEMs across the globe.


The number 27 holds a special meaning for Sasha. It is a not-so-subtle reference to Gilles Villeneuve and Jean Alesi, a nod to Sasha’s passion for motorsport and those who have raced with equal amounts of bravery and beauty.

The name Hardline speaks of our conviction in absolutes, adherence to rational thought, and artistic integrity.

Sasha Selipanov

Founder & CEO

During two decades of designing for the leading automotive OEMs, Sasha’s had the opportunity to learn directly from the top legends. After completing his degree in Transportation Design from the ArtCenter College of Design in California, Sasha embarked on what became an 11-year journey with the Volkswagen Group. Following a multitude of internal projects for VW, Audi, Bugatti and Lamborghini, his efforts finally paid off with the release of the Lamborghini Huracán. Shortly after, Sasha was appointed Head of Exterior Design at Bugatti, where he led exterior design development of the Bugatti Vision GT and the Bugatti Chiron. His career advancement took him to Genesis as Head of Advanced Design, where his team was responsible for the Genesis Essentia and Mint concept cars. Sasha’s next move was the coveted role of Head of Design at Koenigsegg Automotive, where he played a leading role in the design of Koenigsegg Gemera and Koenigsegg CC850. Sasha’s pursuit of ultimate beauty and his own creative ambition has led him to found Hardline27.  

Career highlights: Koenigsegg Gemera, Koenigsegg CC850, Bugatti Chiron, Bugatti Vision GT, Bugatti 2015 Atlantic, Lamborghini Huracán, Genesis Essentia, Genesis Mint, Wayray Holograktor.  

Photo of Sasha Selipanov

Past experience includes:

Koenigsegg logo
Bugatti logo
Lamborghini logo
Genesis logo
VW logo

Inna Selipanov

Co-Founder & Chief Brand Officer

Inna has 15 years of experience in International marketing strategy, business development, branding and leadership excellence, from high-growth startups to F500 companies within automotive and tech industries. With a Bachelor's Degree from UCLA and an MBA from the Berlin School of Economics and Law, she is particularly excited to find innovative approaches to branding through delivering value the consumer didn't expect. 

Photo of Inna Selipanov

Etienne Salomé

Art direction, Concept, Interior

Upon graduating from the Royal College of Art in London in 2005, Etienne started his career at Kia. Moving on to Bugatti, Etienne was one of the first full-time designers after the rebirth of the brand under the VW Group umbrella. His artistic vision played a defining role in the aesthetics of Bugatti’s new era. Etienne’s work can be seen in the Bugatti Veyron SS, Bugatti Chiron interior, Bugatti Vision GT interior, and Bugatti La Voiture Noire, amongst many others. An artist at heart, his work has been exhibited to critical acclaim in top art galleries worldwide.

Photo of Etienne Salome

Past experience includes:

Carbmee logo
Koenigsegg logo
Genesis logo
Melissa Data logo

Past experience includes:

Bugatti logo
Salome Yachts logo
Renault logo
Kia logo

Kostadin Kostadinov

Brand Identity, Graphic design

Kostadin has over 15 years of experience as a professional graphics designer, specializing primarily in logo design and graphic identity. His engagements include everything from boutique studios to international agencies and running his own design practice, servicing over 400 projects. Kostadin’s portfolio has been recognized through multiple local and international awards and publications. He is process-driven, analytical and curious by nature, possessing a restless pursuit of beautiful and functional graphic communication. Kostadin’s passion for and knowledge of the automotive industry are virtually unprecedented in the graphic design profession.


Past experience includes:

Comet sports logo
Kinetik logo
Teva Pharmaceutical logo
unimatic logo
Philips logo

About us:

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