Please describe the scope of their work.
We were looking to improve our strategic positioning around the brand, and to do that we wanted them to package and translate the brand promise into something that would be emotional and relevant to the younger audience. Initially, they were in research mode conducting their own surveys and interviews with key stakeholders as well as students. In addition to the strategy component, Salt created the core brand elements, including the logo, slogan, and color palette.
What was your process for selecting Salt Branding with which to work?
I’m a professor of brand equity management at West Virginia University. The textbook that we use is authored by Kevin Keller, a thought leader in the marketing advertising space, and branding guru. I contacted him for a referral, and he recommended two agencies to me, one of which was Salt.
I selected Salt for a number of reasons. One was their location. We thought that the Northern California location probably lends itself a little better to a more progressive approach, a more modern, hipper approach to the project. Also, the founder really took the time to establish a good strong connection with me. So, I felt comfortable moving forward with them.
Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?
It was between $100,000 and $200,000.
What was the timeline of the project?
The project started in April 2014 and finished in December 2014.