Client: Seltz
Brand, design system, and website for an AI search startup
Contributions: Brand identity, logo, brand guidelines, culture deck, design system, web design and development in Framer, blog visuals, presentation template, and social media banners.
Scope
Seltz builds web search infrastructure for AI agents. The San Francisco company was founded in October 2025, and in June 2026 it announced a US$12.5 million seed round led by Speedinvest and B Capital.
We started in November 2025, weeks after the company was founded. Seltz needed a brand, a design system, and a website to replace its first prototype, then kept us on for blog visuals and a 2026 refresh.
The Seltz brand on a street hoarding.
The pricing page on a tablet.
Challenge
The product is deeply technical, so we rewrote the brief in plain English and drafted the website copy straight after kickoff. The pages then followed Antonio’s wireframes to a January launch.
In 2026 the live search demo on the homepage could not run inside Framer, so we rebuilt it as a custom component and designed the new interactive charts for mobile as well as desktop.
Process
- Kicked off on 26 November 2025 and drafted the website copy first.
- Explored four brand directions and set up the Framer build.
- Designed every page in Figma, approved on 16 December, and had the whole site working in Framer before the holidays.
- Delivered the logo, brand guidelines, culture deck, presentation template, and social banners, plus video walkthroughs so the team can edit the site.
- Designed blog visuals for the launch posts in April 2026.
- Rebuilt the homepage and pricing page with interactive benchmark charts, live on 10 September 2026, then a dark blog theme.
The logo lockups from the brand guidelines.
The brand on a cube sign, a phone, a wayfinding sign, and a bus shelter.
The cover of the Seltz brand guidelines.
Results
The brand and website launched in January 2026, and the team now publishes its own posts on the blog we built, including the June 2026 announcement of its seed round.
The new homepage and pricing page went live on 10 September 2026, followed by the dark blog theme.
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