Salad came to me needing to sound as sharp as the work they actually produce. We started with something focused: a newsletter to elevate their brand and stay front of mind with the customers and prospects already in their world.

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We built two newsletters a month, each with a distinct role. The first, The Edit, covered three genuinely noteworthy design shifts worth talking about, framed not just as "here's what's happening" but as Salad's own point of view on what it means.

 

The second, The Journal, repurposed their existing blog content, which did two things at once: drove readers back to the blog itself, and reinforced the same message as The Edit, that Salad are creative problem-solvers worth paying attention to. The underlying blog content stayed high-level and insight-led: trends, observations from the design world, patterns drawn from their own client work.

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As AI began reshaping the agency landscape, it became clear Salad needed more than a newsletter: they needed clarity on where they stood and what set them apart. I ran a full strategy day with the team, built around understanding the lay of the land from every angle: what customers were saying, where the market was moving. From there, we ran a customer journey exercise and a value proposition framework exercise, both of which landed exactly where they needed to.

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We're now rolling those findings into Salad's marketing directly, starting with a full marketing audit to identify the priority pieces and build outward from there.

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Why it worked

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The newsletter did its job, keeping Salad visible and positioned as creative leaders while the bigger picture took shape. It also built the foundation of trust and brand understanding that made the positioning work possible later. When it came time to get serious about where Salad stood in an AI-disrupted market, we weren't starting from scratch. We already knew their voice; we just had to sharpen where it was pointing.