THE CHALLENGE

Salt Financial has reinvented one of the financial industry’s favorite practices: ETF investing. Their breakthrough discovery and brilliant thinking gives ETF investors the opportunity for higher returns while maintaining the same conservative risk factors. With this real advantage, they believe that Salt should be a part of every financial portfolio. However it is a new brand, and a completely unknown company. It needed an identity that could break through.

THE solution

Based on extensive research and collaboration with our clients, we created a positioning, tone of voice and look that provided a jolt of distinction to a very conservative industry. From brand colors, to fonts, to tone of voice, everything about Salt showed its uniqueness, while not sacrificing credibility amongst its very discerning clients.