The Salt Method™
We've turned all of this into a discipline. It's how we work, on every project, for every founder, regardless of category.
Built for taste,
not output.
The Salt Method™ works on many levels.
In the short term, it produces brands that feel sharper than the category — more decided, more themselves, harder to mistake for anything else.
Over time, it produces something rarer: brands that gather meaning instead of losing it. The work doesn't fade with the launch cycle. It accrues.
A discipline,
not a deliverable.
Salt before hue. Substance before surface.
The Salt Method™ holds this sequence on every project, because the order is what makes the work durable.
Founders don't just leave with an identity — they leave with a way of thinking about the brand they can defend in any room, against any feedback, for years after we've shipped.
The hardest thing in this craft has always been judgment.The Salt Method™ · Note 03
Taste, in a world
that forgot how.
Knowing which version of the brand is the right one.
AI made everything else cheaper. It made judgment more valuable.
The Salt Method™ is how we teach ourselves to choose well, on purpose, in a category drifting toward sameness.
It's the part founders are really hiring.