<h2FOUNDER/EXECUTIVE CREATIVE DIRECTOR SELMAN DESIGN, BROOKLYN NY
I’m Johnny Selman, founder and Executive Creative Director at Selman, where I lead a talented team of designers and brand thinkers. Our Brooklyn-based studio specializes in brand identities, campaigns, and design systems.
Our approach is super simple and also massively helpful. We meet clients where they’re at. We listen, think ahead, and then over-deliver. We’re focused on recontextualizing global challenges through design. Our work, like the Webby-winning No Web Without Women and BBCX365, raises awareness and cuts through the noise to deliver impactful, purpose-driven messages.
We’ve heard the frustrations clients have had with other agencies, cumbersome processes, and million-dollar PDFs. The industry is changing for the better, paving the way for smaller, more nimble companies with lower operating costs and higher creative output. We’ve found this true working with the Google Brand Studio on a range of high-level branding and campaign projects. Before founding Selman, I worked at Google Creative Lab, Wolff Olins, and Office: Jason Schulte Design, and I taught at the School of Visual Arts.
TELL US HOW AND WHY YOU BECAME INVOLVED IN SOCIALLY RESPONSIBLE COMMUNICATIONS, AND SHARE ANY THOUGHTS ON WHY DESIGN CAN BE AN ESPECIALLY EFFECTIVE TOOL?
I look for ways to keep my team productive with design projects that allow them to use all of their talents beyond client work. I believe that investing energy in something that expands your understanding and empathy for the world around us is a great use of time.
I’m especially proud of our team and their work on our latest project, Peace Post, which just premiered at the nation’s only peace museum. The exhibit is a collection of graphic portraits that highlight peace advocates from every country around the world. This project, which spanned eight years, challenged our team to dig deep, not only in terms of design but also in understanding the cultural and political nuances of each country.
We collaborated with international artists to bring these stories to life, and it pushed us to think about how design can foster empathy and connection across borders.
Design has a unique ability to distill big ideas into something people can immediately connect with. It cuts through the noise and taps into emotion, which is crucial when you’re dealing with social and political issues. It’s a tool that can spark conversations, challenge perspectives, and move people to act.
GIVEN THE CONFLUENCE OF EVENTS AND CHALLENGES OUR SOCIETY NOW FACES, DOES THIS MOMENT IN TIME PRESENT ANY SPECIAL OPPORTUNITIES, URGENCIES, OBSTACLES TO DESIGNING FOR GOOD?
Right now, we’re at a crossroads where design can play a crucial role in addressing the challenges society faces. The urgency is undeniable — social injustice, climate change, political divides—these issues are more pressing than ever.
Design has a massively helpful ability to cut through the noise and bring these topics to the forefront in a way that feels personal and immediate.
The biggest obstacle is breaking through the constant stream of information, but that’s where design shines. This moment is an opportunity to create work that not only informs but moves people to act, to engage, and to care.
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