SALTY CITY

Purpose in Every Layer

Salty City’s identity was built detail by detail, with the same care its founder brings to her platform. The process meant hours of sketching, iterating, and refining until every logo mark and visual element felt intentional. The effort was in the layering, balancing modern edge with personal warmth, professionalism with individuality.

What makes the brand guide meaningful is where it’s applied: across a platform that merges real estate, media, and lifestyle into one ecosystem. This identity wasn’t just a logo refresh; it was the backbone for a multi-dimensional brand, giving Salty City the tools to grow with clarity and confidence.

A body of work created during my time at The Conduite (Creative Strategist, 2025)

  • I led the rebrand of Salty City, a podcast, platform, and real estate business, by developing a full visual identity from scratch. The system included multiple hand-drawn logo options, custom wallpapers, story covers, and supporting assets, all built without access to the original discovery call.

  • The concept was to create a brand that felt as thoughtful and layered as its founder. With only a few details to go on, I relied on intuition and intention, crafting an identity that was personal, modern, and grounded in purpose. Every design element, from sketches to the final digital marks, was created custom to reflect the brand’s unique essence.

  • The rebrand was delivered with minimal revisions, underscoring the strength of creative alignment. Beyond refreshing the visual presence, the new identity gave the founder a brand that finally felt like her own, versatile enough for her platforms, yet distinct enough to stand out in a crowded space.

Logo Variations

  • Black background with white text reading 'SALTY CITY' and a small key illustration to the right of the text.
  • Black background with white text that reads 'Salty City' and a simple illustration of a water faucet.
  • A black background with a white brand logo in the center that features an ornate, cursive letter 'S' enclosed in a rounded rectangle.
  • Black T-shirt with white graphic design featuring a key and a sheriff badge shape, with the words 'Salt City' arched above and 'SLC Utah' below.
  • Black and white graphic with the words 'Salt City' arched above a small illustration of a salt shaker with a key attached, and 'SLC' and 'UTAH' on either side of the salt shaker.
  • Salty City Luxury Living magazine cover with black background and white text
  • Black shirt with white graphic of a bird with a long beak and the words 'Salty Chick' on it.
  • Logo for Salty & Pity Podcast with stylized white text on a black background.
  • Black background with white text reading 'Salty City' and a stylized martini glass icon.
31.png
32.png
Untitled design (1) copy 2.gif
6.png
11.png
7.png
27.png
28.png
26.png
30.png
29.png
25.png
8.png
1.png
5.png
9.png
10.png
12.png