Selman
Selman is a Brooklyn-based independent design studio specializing in brand identities, campaigns, and design systems for enterprise clients including Google, Kenvue, and major cultural institutions. Founded by Johnny Selman, the senior-led team was named AdAge 2025 Design Agency of the Year.
- Company typePrivate
- Founded2014
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Selman does
Selman is a Brooklyn-based independent design studio founded by Johnny Selman around 2013–2014, specializing in brand identities, campaigns, and design systems for enterprise clients. The studio operates with a small senior team structured around three engagement modes: Leading (sole creative team), Parallel Pathing (additional perspective), and Integrating (embedded within client teams). Its core methodology, framed as "creative sprinting," was developed and refined through a decade-long partnership with Google Creative Lab, which has produced more than 500 projects spanning Chrome, Android, AlphaGo, and various Google Brand Studio and DeepMind initiatives.
The studio's client base is concentrated in enterprise technology (Google, Kenvue, Google DeepMind), hospitality (IGC Hospitality across 10 NYC restaurants over 8 years), cultural institutions (The Cathedral Church of St. John the Divine, NYC Hospitality Alliance), and editorial media (The New York Times since 2012, MIT Technology Review, Fortune). Selman monetizes through project-based professional services with no public pricing. The business is bootstrapped, founder-led, and privately held with no disclosed external funding, parent company, or secondary transactions.
In 2020, Selman executed a strategic pivot from a generic full-service creative studio positioning to a specialized creative sprinting focus, coinciding with a move to a gut-renovated studio in Gowanus, Brooklyn. The studio supplements commercial work with self-initiated social impact projects, most notably Peace Post (198 portraits of peace advocates from every sovereign nation) and Charity Ball (50,000+ soccer balls distributed). In 2025, Selman was named AdAge Design Agency of the Year, representing the peak of its industry recognition to date.
Selman firmographics
Firmographics- Name
- Selman
- Legal name
- Selman
- Website
- https://selman.nyc
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Selman is a Brooklyn-based independent design studio specializing in brand identities, campaigns, and design systems for enterprise clients including Google, Kenvue, and major cultural institutions. Founded by Johnny Selman, the senior-led team was named AdAge 2025 Design Agency of the Year.
- Ownership category
- akta.pro rank
Selman industry classification
Industry- Product category
- Brand Design Services
- NAICS
- Graphic Design Services (541430), Graphic Design Services (54143)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Visual Identity & Brand Design Systems (BPAFAEAC)
- akta.pro secondary industries
- Creative Concepting & Campaign Development (BPAFAEAD), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Packaging & Brand Identity Creative Agencies (MPAAAAAN), Creative & Brand Campaign Development (BPAFAAAB)
Keywords
Where Selman is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Selman business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Design and Creative Services: Project-based creative services including brand identity design, campaign development, design systems, illustration, and digital work for enterprise clients and established brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Paid internship |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Selman product offering
Product offeringCore offering
Selman is a Brooklyn-based design studio that creates brand identities, campaigns, and design systems for enterprise clients and established brands. Its service offering spans logo design, creative strategy, positioning, naming, typography, illustration, animation, web, and social media work, delivered through a "Creative Sprinting" methodology refined over a decade of partnership with Google Creative Lab.
Product overview
Selman is a Brooklyn-based design studio (design agency) specializing in brand identities, campaigns, and design systems. The company provides creative services including logo design, creative strategy, tone of voice, positioning, naming, out-of-home advertising, video, art direction, typography, iconography, animation, web, and social media services. The studio has worked extensively with Google Creative Lab on over 500 projects and has developed notable self-initiated projects including Peace Post (a collection of 198 portraits of peace advocates from every country) and BBCx365/NewsX365 (poster projects). As a service-based creative studio rather than a product company, Selman does not offer software products, platforms, or modules.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Identity Design Creation of complete brand identity systems including logos, wordmarks, typography, color systems, and visual guidelines for enterprise clients and established brands across technology, hospitality, cultural, and consumer sectors.
- Campaign Development End-to-end creative campaign development including creative strategy, art direction, out-of-home advertising, video, animation, and social media execution for product launches and brand-building initiatives.
- Design Systems Scalable, systematic design systems including typography, iconography, and component frameworks that work across multiple touchpoints and audiences, including proprietary typeface development for clients such as Android.
- Typography & Illustration Services Custom typography and editorial illustration services for media clients including The New York Times, MIT Technology Review, and Fortune Magazine, as well as brand-specific typefaces developed in collaboration with type designers such as Frere-Jones Type.
- Creative Sprinting Engagements Selman's signature engagement model offering fast, iterative creative problem-solving through three partnership modes: Leading (sole creative team), Parallel Pathing (additional perspective), and Integrating (embedded with client teams). Developed through a decade of partnership with Google Creative Lab.
Quantifiable outcome
- 500+ projects with Google Creative Lab over nearly 10 years
- +3 more outcomes
Companies that use Selman
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
Selman technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Selman partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- Google Creative LabflagshipNearly decade-long partnership on over 500 projects including brand campaigns, identity systems, and digital initiatives for various Google products and services. Projects range from poster sprints to full advertising campaigns. Many projects under NDA with public-facing work including Chrome, Android, AlphaGo, and various Google experiments.
- IGC Hospitalityflagship10 NYC restaurants branded over 8 years including Bungalow, The Wilson, Parker & Quinn, Rockaway Hotel venues (Pool, Rooftop, Margie's, Greenhouse Cafe), Take Care New York, Vintage Green, and O'Toole's Way at Hudson Yards. Long-term partnership focused on strategic branding for hospitality sector.
- Frere-Jones TypecoreCollaborated on new wordmark for St. John the Divine cathedral, crafting typeface based on historic bronze letterforms found in the Pilgrims' Pavement. Type designers Fred Shallcrass and Tobias Frere-Jones contributed to brand refresh project.
- Brand FederationcoreStrategic consulting partners on multiple projects including St. John the Divine brand refresh and Everforth (ASGN) rebrand. Brand Federation handled strategy while Selman provided design execution.
- Statement FilmscoreDeveloped brand identity for STATEMENT, an African creative platform championing filmmakers and creators from the African continent and diaspora. Included naming, positioning, and comprehensive typographic system supporting multiple writing systems.
- Ruaridh ArrowminorFilmmaker who adapted his 2011 award-winning film 'How to Start a Revolution' into book form. Selman designed the book cover, which won CommArts Typography Annual recognition.
- Charity BallminorNonprofit providing soccer balls to children in poverty-stricken communities worldwide. Selman handled brand refresh and created 'Level the Field' campaign and league partnerships. Over 50,000 balls distributed.
- Vox United / Brian KingminorCustom vehicle project Hersch X to raise funds for clean drinking water initiatives. Over 50 individuals and companies collaborated on the truck build that traveled through Europe and Africa.
- Android / GooglecoreCampaign work for Android brand refresh launch including proprietary typeface development, brand film, multiple spots, and campaign tagline 'Be together. Not the same.'
- Google Brand StudiocoreMultiple campaign collaborations including Black History Month 'Most Searched' campaign featuring Google.org $3 million grant to NAACP programs.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Selman competitors and assessment
Company assessmentBroad incumbents
- The Brand Union (Superunion): Superunion (formerly The Brand Union) is a global brand and design agency offering identity systems and campaigns at scale. Comparable to Selman in core offering but operates as a broader incumbent across multiple geographies and disciplines.
- Wieden+Kennedy: Wieden+Kennedy is a large independent creative agency known for integrated brand campaigns for Nike and other enterprise clients. Comparable to Selman in independent ownership and enterprise focus, but much broader in scope and scale.
Direct peers
- Order Design: Order Design is a small Brooklyn-based brand identity studio serving cultural and commercial clients with identity systems and design strategy. Comparable to Selman in scale, geography, and emphasis on craft-driven identity work.
- Pentagram: Pentagram is the most prominent partner-based independent design studio, producing brand identities, campaigns, and design systems for enterprise clients. Like Selman, it operates as a tightly-held, founder-led creative firm competing for the same premium brand identity work.
- COLLINS: COLLINS is an independent brand and experience design firm with offices in NYC and elsewhere, serving enterprise clients on identity systems and campaigns. Directly comparable to Selman in business model, client caliber, and brand-strategy focus.
- Buck: Buck is a design and animation studio producing brand identities, motion work, and design systems for enterprise clients including major tech firms. Comparable to Selman in creative service mix and tech-enterprise client roster, though larger in headcount.
- Mucca: Mucca is an independent NYC-based design studio delivering brand identity, typography, and packaging work for enterprise and consumer clients. Closely comparable to Selman in scale, independent ownership model, and craft-driven identity offerings.
- Manual: Manual is a creative agency specializing in brand strategy, identity systems, and campaign development for enterprise and cultural clients. Directly comparable to Selman in size, services mix, and enterprise client orientation.
- Sagmeister Inc. Sagmeister Inc. is a small New York-based design studio known for high-craft identity, typography, and cultural brand work. Comparable to Selman in scale, independent ownership, and emphasis on craft-driven enterprise brand engagements.
- Gretel: Gretel is a Brooklyn-based brand and design studio producing identity systems, campaigns, and design strategy for enterprise clients. Comparable to Selman in geography, size, and enterprise brand-identity positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Selman social profiles
Digital presenceSelman financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selman leadership team
Management profileNumber of profiles
Profiles6 records
Selman funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selman 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 Selman
What does Selman do?
Selman is a Brooklyn-based design studio that creates brand identities, campaigns, and design systems for enterprise clients and established brands. Its service offering spans logo design, creative strategy, positioning, naming, typography, illustration, animation, web, and social media work, delivered through a "Creative Sprinting" methodology refined over a decade of partnership with Google Creative Lab.
Is Selman a public or private company?
Selman is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Selman founded?
Selman was founded in 2014. It employs 11 to 50 people.
Where is Selman based?
Selman is headquartered in Brooklyn, United States, in the North America region.
How does Selman make money?
One revenue line is on record: design and Creative Services.
Who are Selman's main competitors?
Broad incumbents on record are The Brand Union (Superunion) and Wieden+Kennedy. Direct peers are Order Design, Pentagram, COLLINS, Buck, Mucca, Manual, Sagmeister Inc. and Gretel.
Does Selman have an API?
No public API is recorded for Selman.
What industry is Selman in?
Selman's product category is Brand Design Services. Its primary akta.pro industry code is BPAFAEAC, Visual Identity & Brand Design Systems, with a secondary code of BPAFAEAD, Creative Concepting & Campaign Development. Its NAICS code is 541430 and its SIC code is 7311.