Helping brands be essential – together

Salt forms strategic partnership with global communications leader WE (formerly Waggener Edstrom)

Salt Branding and independent communications agency WE (formerly known as Waggener Edstrom) have formed a strategic partnership that magnifies their ability to create, redefine and re-invent Essential Brands. Salt’s deep expertise in strategic brand development and creative identity systems will bring core strength to WE’s transformational storytelling and lead role in technology and communication. Stay tuned for dynamic new client stories from around globe.

In addition to our partnership, Salt also helped WE to rebrand themselves including a new positioning, visual identity, messaging and communications. To see everything in action, visit their new website created by Salt –

read the press release

We build essential brands.

Because if you’re not essential – you’re irrelevant.

They dictate your market share, product viability and life span. They’re your stock price, media buzz and critical mass. They’re judge, jury, metric, evangelist or critic. They’re your customers, your prospects and your influencers. They call the shots and set the rules. And they alone will decide whether your brand is iconic or generic, relevant or unworthy.

At Salt, we work with leaders to identify what makes their brands essential to these powerful people: today’s consumers. We find intersections of growth among business strategies, market opportunities, and customer insights. When a brand is focused and engaged, it creates a multiplier effect by making the most of every consumer interaction, across channels, across touchpoints, across boundaries. It enables you tell more powerful and compelling stories, create richer expressions and deliver genuine engagement. In todays hyper-connected world, that’s how you reach people – and more importantly, how they reach you.

So, ask yourself - is your brand essential?

The Essential Checklist

Is there a clear, focused and endorsed strategy?
Is it strongly differentiated from competitors?
Is it relevant and engaging to customers?
Is it adept at delivering on business objectives?
Is it dynamic enough to motivate employees?
Is it going to make a difference in the world?

Communicating the value of the impact zone

visit WE-worldwide

I will launch a new fitness franchise

visit intentio

Realizing the potential of an HR leader

visit cornerstone

Creating a new brand for Apps – just like that

visit justvisual

What’s your essential brand profile?

At Salt, we talk a lot about ‘Essential’ brands. Brands that cut through the clutter, build desire, drive loyalty, and create advocacy. 

read this opinion



  • Business Focus
  • Strategy
  • Positioning
  • Architecture
  • Process
  • Creative Expression
  • Naming
  • Messaging
  • Design
  • Digital
  • Audience Engagement
  • Marketing
  • Communications
  • Campaigns
  • Content
  • Program Management
  • Assets
  • Tools
  • Training
  • Events


Paul Parkin

Founder, Creative Director

David Neugebauer

Founder, Strategy Director

Rick Herrick

Founder, Managing Director

Erik Ritchie

Principal, SVP Strategy

César Chin

Principal, Creative Director

Eve Luppert

VP, HR and Operations

Lucien Etori

Vice President

Chris Inclenrock

Creative Director

Elizabeth Rowell

Production Director

Jobs at Salt

Senior Visual Designer

Come to Salt and bring your vision to life. We’re seeking new talent for our design team.


Design Intern

Continue your design education and launch your career. Salt is interviewing candidates for 12-week paid design internships.


Working at Salt will give you the opportunity to do some of the most influential work in your career for some of the most influential businesses in the world. From start-ups to Fortune 1000 companies, we build brands and digital experiences that will push your strategic, creative and technical capabilities.
With great benefits, a great environment and a desire to push the limits, we are looking for the best talent out there, whether you've got years of experience or you're just out of school.

For more information contact us, browse the job openings or follow us on Facebook to see what we're doing today.

Essential Starts Here. Contact Us.

San Francisco

1265 Battery Street, Levi’s Plaza
San Francisco, CA 94111

New York

110 Leroy St #9
New York, NY 10014

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New Business

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Job Inquiries

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