SALT Brand Messaging Style Guide

1. Brand Essence (The Core Why)

Creativity with consequence.
SALT exists to make work that moves people — emotionally, culturally, and consciously.

Purpose: The North Star for every creative and business decision.

2. Core Expression (Public Brand Signature)

SALT: BUCKING creative.
Work with bite. Stories with soul. Impact that lasts.

Use for: logo lockups, video end slates, social bios, and merch.

3. Human + Purpose‑Driven Line (Mission in Short Form)

We don’t just make content — we make conversation.
SALT: BUCKING creative for real impact.

Use for: About page headers, pitch decks, LinkedIn banners, and press materials.

4. Homepage Copy (First Impression Story)

At SALT, creativity should do more than fill a feed — it should move people.

Rooted in Creative Courage, Elevation, Collaboration, Integrity, and Curiosity, we make work that dares, digs deeper, and delivers impact — for our clients, our collaborators, and our community.

As a woman‑owned film company, we lead with perspective, heart, and grit — creating content that challenges convention and sparks connection.

We don’t chase trends; we chase truth.

Every project is an opportunity to shift the story, push the frame, and leave something behind that changes things — even just a little.

SALT. BUCKING creative.

5. About Narrative (Depth + Philosophy)

At SALT, creativity exists to create impact — not just on screens, but in the real world and in the lives of the people we work with and serve. Every frame, every story, every collaboration is a chance to make something that matters — something with heart, weight, and reach.

A woman‑owned film and video company, built on five forces that drive everything we do:

• Creative Courage — giving permission to be original; leaning into risk, chasing the idea that sparks nerves, finding beauty in the edge of uncertainty.
• Elevation — raising voices that need to be heard; using our perspectives and craft to raise the work, the people, and the standard of what authentic storytelling can be.
• Collaboration — leading with trust, transparency, and shared purpose to bring powerful ideas to life.
• Integrity — honoring commitments, people, and craft, always.
• Curiosity — staying in motion — learning, exploring, evolving with every project.

SALT is where craft meets conscience — a studio built to spark conversation, shift perspective, and leave a mark that lasts.
Content isn’t the goal — connection is.
Work that hits, holds, and lingers long after the credits fade.

SALT: BUCKING creative.
Work with bite. Stories with soul. Impact that lasts.

6. Brand Vocabulary & Tone Pillars

7. Brand Voice Summary

Voice: Boldly human — cinematic clarity with emotional bite.

It Sounds Like: Confidence without arrogance. Poetry without fluff. Purpose without preaching.

Voice Litmus Test: Would you say it out loud on set, or see it on‑screen? If yes — it’s SALT.