Johnny Selman
Founder · Creative Director · Executive Creative Director
In their own words
We believe showing up in person is crucial.
The craftsmanship, insightfulness, and detail they brought to it was really next level.
It's not created in some fancy design studio. It's created over time by the people who use it and build it and communicate through it every single day.
Today, a rebrand is a recipe for a good public spectacle. It's unfortunate that public gut reactions to rebrands trend negative, or maybe those are just the ones you hear about.
Articles & interviews
- Selman Rebrands New York's Iconic St. John the Divine Cathedral
Brooklyn-based studio Selman has rebranded the Cathedral of St. John the Divine, one of New York’s most iconic landmarks. The new identity draws from the cathedral’s architecture and community spirit, featuring a wordmark inspired by the Pilgrims’ Pavement and refined with Frere-Jones Type. The project balances reverence and usability, with tools and templates designed for the Cathedral’s in-house team.
- Criticizing Cancel Culture in Creative Industries
Abbey Bamford’s Creative Boom article explores the growing culture of harsh criticism and online backlash surrounding design rebrands, using Jaguar’s 2024 identity as a case study. Through insights from several creative leaders, it questions how social media discourse has turned toxic and calls for a return to constructive critique within the design community. The piece reflects on how negativity affects both designers and brands, urging a more empathetic and thoughtful approach to design discussion.