Selen
We met at Love Tomorrow

I’m Selen.

I’m an architect who now spends most of my time building systems instead of buildings. I’d love to stay in touch — you’ll find me on LinkedIn.

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What I actually do

I’ve designed logos and
I’ve designed airports.

I trained as an architect and spent years on buildings before I started working on the businesses behind them. The scale changes enormously between a logo and a terminal. The underlying thing does not. Both are systems, and both fall apart in the same place, which is wherever nobody bothered to draw the structure.

Off the clock

I also just like looking at things.

11 photos · keep scrollingswipe
Also for fun

Two demos I’ll admit to.

I write songs when a thought won’t sit still. The writing, melody and chords are mine; the production is AI, for the honest reason that demos don’t come with producer budgets. Ask me how I feel about that trade.

Chasing My Own Shadow
A song about waking up to the same day on repeat — surviving instead of living, and racing toward something that never gets closer. Written for anyone stuck in motion without moving forward.
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Different Times
A song about carrying a place with you long after you've left it — the ache of homesickness that doesn't fade with distance.
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Selected work

Brands I’ve built.*

6 projects | *and many more · keep scrollingswipe
Quant Landscaping
Quant Landscaping
Brand strategy, identity, web
The Social Loft
The Social Loft
Brand strategy, identity, web
Teamersive
Teamersive
Identity and design system
Nutrionica
Nutrionica
Brand identity and web
Papijon
Papijon
Brand identity and strategy
The Writer Eats
The Writer Eats
Brand identity
What I’m building

Two projects,
one question I keep circling.

How much of what makes creative work good can actually be systematized, and how much of it has to stay instinct? I don’t have a settled answer. Both projects are me trying to find the edge of it.

The Drawline

Brand and business systems for spatial design studios. Architects, interior and landscape designers who are excellent at the work and were never taught how to price it, pitch it, or run a studio around it.

thedrawline.com
Airquotes

The same instinct pointed at AI. Software that behaves like a colleague who knows your work rather than a template that fills in your name.

airquotes.app
Better than “so what do you do”

Ask me one of these instead.

What’s something you do purely by instinct that you’ve never managed to turn into a system?
This is the question behind everything I build, and I’m collecting other people’s answers to it.
What’s the most unnecessary spreadsheet you’ve ever built?
I once ran a single grocery list through six systems before I admitted it had become a personality trait.
Where does AI actually earn its place in how you work?
I care about the honest answer more than rehearsed responses.
Is there something you can only say properly in one language?
Some things only come out in French for me. A feeling, a joke, an entire way of thinking.
After this

Let's skip the business card.

If you’d like to stay in touch, I’d genuinely love that. Find me on LinkedIn, and if you mention what we were talking about at Love Tomorrow, even better — it means I’ll remember the conversation, not just the face.

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