Our
People

Daniel Sellergren

Danny is a seasoned software engineer with nearly two decades of professional experience spanning hands-on engineering, people management, and cultural leadership. He has worked with top digital agencies and unicorn startups, partnering with clients ranging from Fortune 500 companies to local grocery stores. His career reflects a consistent focus on building strong teams, scalable systems, and meaningful digital products.

Outside of his professional work, Danny serves on the Board of Directors for the non-profit Safe Harbor. He enjoys reading, watching sports, exercising, and spending quality time with his wife, family, and friends. Danny also organizes the annual RVA Taco Festival, bringing together great food and great music for a great cause.

Matthew Stay

Matt Stay is a product designer and brand strategist with over 15 years of experience creating intuitive digital products and compelling brand identities across education technology, tourism, and mission-driven organizations. As co-founder of Formal Fridays, he focuses on cultural institutions and place-based projects that connect communities to the places around them.

Matt's work spans diverse sectors—from leading design at Y Combinator-backed SaaS products to building music education platforms and digital experiences for renewable energy companies. This breadth of work informs his approach to civic and cultural work, where he's created an interactive exhibit app for the Albuquerque Museum, and led redesigns for Virginia Wine, Barboursville Winery, and Visit Shenandoah. His work has been featured on Under Consideration and in design publications.