Self Aware
Self Aware is a two-person Philadelphia design and technology studio that designs and develops custom websites, specializing in headless Shopify and Sanity CMS architectures, for cultural institutions, design-forward brands, and select enterprise clients.
- Company typePrivate
- Founded2018
- HeadquartersPhiladelphia, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Self Aware does
Self Aware is a two-person design and technology studio founded in 2018 in Philadelphia by Jenny Heintz and Mike Wagz. The studio designs and develops custom websites for a portfolio of cultural institutions, educational organizations, and design-forward brands, with named engagements including the Philadelphia Museum of Art (2025), MIT Programs in Digital Humanities, Institute of Design at Illinois Tech, Blueland, Cards Against Humanity, Middle Child, Rosaluna, and IOTA Editions.
The studio's core offering spans the full project lifecycle: website design, interaction design, frontend and backend development, ecommerce development, technical consulting, and content strategy. Its technical specialization is headless website architecture, pairing Shopify (including Shopify Plus and the Storefront API) for commerce with Sanity as a decoupled CMS. Notable technical work includes a scalable modular design system of 25+ content modules for Blueland's headless Shopify Plus storefront, a custom editorial system for the Rosaluna mezcal brand, and bespoke interaction patterns such as a novel corner drag interaction built for IOTA Editions.
Self Aware operates as a founder-owned, project-based boutique agency with no external investment and no employees beyond its two co-founders. Engagements are priced as flat project fees ranging from $40,000 to $175,000, with timelines of 6 to 25 weeks. New work is acquired primarily through inbound inquiries via the studio's portfolio website, with supplemental demand generated by referrals, podcast appearances (Low-Key Legends), social media (Instagram, Twitter/X), and recognition from industry publications including Awwwards, Webby Awards, Typewolf, Siteinspire, and Fonts in Use. The studio frequently co-delivers with brand agencies (Gretel, COLLINS, INSTITUTE) on projects where the partner owns brand identity and Self Aware owns digital execution.
Self Aware firmographics
Firmographics- Name
- Self Aware
- Legal name
- Self Aware
- Website
- https://selfaware.studio
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Self Aware is a two-person Philadelphia design and technology studio that designs and develops custom websites, specializing in headless Shopify and Sanity CMS architectures, for cultural institutions, design-forward brands, and select enterprise clients.
- Ownership category
- akta.pro rank
Where Self Aware is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Self Aware business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Website Design & Development Projects: Flat project fee model for custom website design and development. Projects range from $40,000 to $175,000 with timelines of 6 to 25 weeks depending on scope and complexity. Services include design, development, ecommerce, and technical consulting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Flat project fees ranging from $40,000 to $175,000 |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Self Aware product offering
Product offeringCore offering
Self Aware is a two-person design and technology studio that creates custom websites for clients across the full project lifecycle, from discovery through launch. Services include website design, interaction design, frontend and backend development, and ecommerce development, with specialization in headless architecture using Sanity CMS combined with Shopify for ecommerce functionality. Engagements typically cost between $40,000 and $175,000 with project timelines ranging from 6 to 25 weeks.
Product overview
Self Aware is a two-person design and technology studio that creates custom websites for clients. Their service offering encompasses the full project lifecycle from discovery through launch, including website design, interaction design, frontend and backend development, and ecommerce development. They specialize in headless website architecture using Sanity CMS combined with Shopify for ecommerce functionality. Their notable project portfolio includes Philadelphia Museum of Art (2025), Blueland (scalable headless Shopify Plus implementation), Rosaluna (headless ecommerce with editorial system), and multiple editorial and ecommerce websites. Engagements typically cost between $40,000 to $175,000 with timelines ranging from 6 to 25 weeks.
Differentiator
Problem solved
Functional benefit
Products and services
- Website Design Services
Companies that use Self Aware
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Self Aware technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Self Aware partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- GretelcoreBrand identity partner for Philadelphia Museum of Art digital transformation. Gretel handled the brand work while Self Aware executed the website design and development.
- Gone FishingminorDevelopment partner for Philadelphia Museum of Art project. Gone Fishing handled certain development aspects while Self Aware led overall site architecture and development.
- INSTITUTEcoreCreative direction partner for Rosaluna mezcal brand project. INSTITUTE provided creative direction while Self Aware handled design and ecommerce development.
- NihilominorBranding agency partner for Groove accountability app. Nihilo handled branding while Self Aware executed website design and development.
- Ross NicolminorCreative direction collaborator for Off Season portfolio website project.
- Ian ShiverminorPhotography services for Middle Child restaurant projects and IOTA Editions publishing platform.
- Matt CahnminorCreative direction for Middle Child Clubhouse project.
- COLLINScoreVisual identity partner for Institute of Design at Illinois Tech project. COLLINS handled visual identity while Self Aware translated it into the digital sphere.
- Vanessa GrandaminorPhotography for Rosaluna mezcal brand project.
- Nick MassarelliminorVisual identity work for IOTA Editions publishing platform.
- Luke HallminorCGI work for IOTA Editions project.
- Scott RobbinminorBackend development for Cards Against Humanity 'Pays You Five Dollars Sale' project.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Self Aware competitors and assessment
Company assessmentDirect peers
- Instrument: Portland-based digital creative agency building brand sites, ecommerce experiences, and product UI for forward-leaning companies; comparable in its headless commerce expertise and design-led culture.
- Studio Meta: Boutique Brooklyn studio designing and developing custom websites with strong craft credentials; closely matches Self Aware's project-based, design-forward, senior-practitioner-led model.
- Ueno: San Francisco-based creative agency that designs and builds custom digital products and brand sites for high-profile clients; comparable in its premium positioning and portfolio-driven new-business motion.
- Locomotive: Montreal-based web design and development studio serving enterprise and cultural clients; closely comparable in custom headless Shopify + CMS builds and project-based engagements in the $50K–$200K range.
- Resn: New Zealand interactive studio renowned for highly crafted, award-winning websites; comparable to Self Aware in small senior team, experimental interaction design, and Webby/Awwwards-tier recognition.
- Active Theory: Los Angeles-based creative technology studio building immersive web experiences for brands and cultural institutions; comparable in its focus on award-winning, technically ambitious custom websites for enterprise clients.
- Fantasy: Interactive design and technology studio known for highly expressive brand websites; comparable in its small senior team, experimental interaction design, and work for culture-forward and consumer clients.
Broad incumbents
- Code and Theory: Large New York digital agency combining design, technology, and content at scale; overlaps with Self Aware on enterprise website and headless commerce work but operates with hundreds of staff across many service lines.
- Big Spaceship: Brooklyn-based digital agency with deep custom website and brand experience work; overlaps with Self Aware in headless and Shopify-enabled builds but operates as a much larger incumbent.
- Pentagram: Largest independent design consultancy, with several partners working on brand identity and digital projects for cultural and enterprise clients; comparable in founder-led, design-excellence positioning, though far broader in scope and scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Self Aware social profiles
Digital presenceSelf Aware financial estimates
Financial estimateRevenue estimate
Valuation estimate
Self Aware leadership team
Management profileNumber of profiles
Profiles2 records
Self Aware funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Self Aware M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Self Aware
What does Self Aware do?
Self Aware is a two-person design and technology studio that creates custom websites for clients across the full project lifecycle, from discovery through launch. Services include website design, interaction design, frontend and backend development, and ecommerce development, with specialization in headless architecture using Sanity CMS combined with Shopify for ecommerce functionality. Engagements typically cost between $40,000 and $175,000 with project timelines ranging from 6 to 25 weeks.
Is Self Aware a public or private company?
Self Aware is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Self Aware founded?
Self Aware was founded in 2018. It employs 1 to 10 people.
Where is Self Aware based?
Self Aware is headquartered in Philadelphia, United States, in the North America region.
How does Self Aware make money?
One revenue line is on record: website Design & Development Projects.
Who are Self Aware's main competitors?
Direct peers on record are Instrument, Studio Meta, Ueno, Locomotive, Resn, Active Theory and Fantasy. Broad incumbents are Code and Theory, Big Spaceship and Pentagram.
Does Self Aware have an API?
No public API is recorded for Self Aware.