Overview

Jennifer—a talented designer and the visionary behind The Resource (a website and brand developed with Red Lid Consulting the previous year)—approached Red Lid Consulting again to help bring her new venture, Salt & Creek, to life. She envisioned a modern, inviting logo and identity characterized by a refined cream-based color palette with subtle light blue accents. The new brand needed to feel approachable, while also carrying a sense of contemporary style that reflects her interior design offerings. Along with a striking visual identity, Jennifer wanted a Shopify store that made it easy to showcase and update her collection. The resulting e-commerce experience highlights both her curated products and her stunning interior design photography, illustrating how these pieces appear in real-life settings. 

Creative Direction & Strategy

From the outset, the creative focus revolved around translating Salt & Creek’s serene, coastal-inspired essence into a cohesive brand identity. A balanced blend of cream and light blue sets a calm yet sophisticated tone. Clean typography and minimalistic design elements were chosen to ensure the overall look remained modern and inviting. Showcasing Jennifer’s interior design expertise was a central component of the strategy, which led to featuring her photography and video content throughout the site. This allowed potential customers to visualize how each product could fit seamlessly into their own homes. By weaving storytelling into the user journey, Salt & Creek’s brand story resonates at every touchpoint.

The Project Scope

Brand Identity & Logo Design
Color & Typography Guidelines
E-Commerce Website (Shopify) 
Content & Visual Direction
Usability & Growth Optimization