/ Overview:
The creative direction that takes a brand from its identity to the imagery that sells it.
At Saltco, brands work directly with the two founders, who come from opposite ends of the same problem. One started in brand and digital, the other is an ARB-registered architect and interior designer. Because we have usually built the brand in the first place, we know it well enough to art-direct it, taking the identity we set and turning it into campaign imagery, retail creative and content that still reads unmistakably as you.
We work two ways. With established brands that need to launch a campaign, refresh their creative or add a retailer rollout, and with our long-standing clients, carrying them from branding and digital through to campaign imagery, so the creative always feels like the brand we designed.
We art-direct the brand into imagery, from concept to final asset.
What we offer
01 Look and feel creative concepts
02 Campaign moodboards
03 Shoot creative direction
04 Art direction for brand campaigns
05 Campaign strategy and planning
06 Image curation and final asset delivery
How we work
A campaign works when the imagery feels like the brand rather than a set of nice photos with no thread running through them. So we start from the identity, then build the creative concept, the moodboards and the lighting and prop direction that set the look before anyone picks up a camera.
We do not run the shoot ourselves. We partner with photographers and videographers we trust, with shoot space in London, and hand them a brief detailed enough to execute against. We advise on model selection, join the pre-shoot calls, and stay across post-production, so the finished imagery lands where the concept said it would.
From campaign to the shop floor
The same creative carries beyond the campaign shoot, into retail POS, L-boards and in-store signage, and onto digital screens, from a Space NK window on Regent Street to a retailer's own site working to its guidelines.
So one idea shows up the same way everywhere a customer meets the brand:
Campaign imagery for the website, press and social
Assets built to a retailer's own guidelines, ready to hand over
Our best work is with brands we have stayed with for years
We provide the creative direction for every Self Glow by James Read campaign, setting the concept, the moodboards and the shoot direction, then guiding model and prop selection and advising through post-production, with our partner photographers running the shoot. The launch creative won Best New Brand Launch at the Marie Claire Skin Awards 2024, and the work has since featured in Vogue, Forbes, Glamour and WWD, with products in the hands of Victoria Beckham, Nicole Kidman and Lady Gaga. Most recently we designed new POS and L-board creative rolled out across Space NK stores nationwide.
For Dr Bravi at Thames, we led the art direction behind the new website imagery, then advised on how the social strategy should look so the in-house team could run it themselves, with occasional shoots we manage in the clinics for more considered content. And for Hanikon Rosé, we build the campaign and activation imagery off the brand world we designed, so every limited edition bottle and takeover lands as one look rather than a run of one-offs.
You work directly with the two founders, who come from opposite ends of the same problem.
