4 days ago
Emma Fitzgerald
Design Dispatch, New York
Salt and Sister Studio tackles the monotony of corporate design by injecting creativity and personality into their work. By doing so, they aim to create distinctive brands that stand out in a crowded market.
Rebel Branding: How Salt and Sister Studio is Shaking Up the Industry
In an era where branding has become a cut-throat game of corporate jargon and generic messaging, two siblings are taking on the challenge head-on. Meet Heidi El-Kholy and Halah El-Kholy, aka Salt and Sister Studio, a London-based duo who refuse to be tied down by the conventional rules of branding. Working from their homes in both London and Manchester, this unconventional studio is fueled by a passion for creative freedom and a disdain for industry clichés.
As they would say themselves, "altogether pretty unserious people", the El-Kholy siblings are not afraid to poke fun at the very notion of branding itself. But don't let their carefree attitude fool you – behind the façade of 90s ads, fruit stickers, and neon colours lies a depth of creativity and expertise that's hard to ignore. Their love for retro advertising is evident in every project they take on, from playful typography to bold colour schemes. However, it's not just nostalgia that drives their work; it's a desire to create something fresh, something authentic.
One thing that sets Salt and Sister Studio apart from the rest is their commitment to avoiding tired tokenism. In an industry where diversity and inclusion have become hot topics, the El-Kholy siblings are determined to do more than just pay lip service. They believe in authenticity and inclusivity, not just as a marketing tool, but as a fundamental part of their creative process. This approach has earned them a loyal following among brands who crave something real and meaningful.
Their most recent project, "Rebel Branding", is a testament to this commitment. A campaign that defies the conventional norms of branding, using bright colours, bold typography, and unapologetic messaging. It's not just about creating an image; it's about capturing a feeling – one of rebellion, of nonconformity, of freedom. This is what sets Salt and Sister Studio apart from their peers: they're not just brand experts; they're thought leaders.
But how do they manage to maintain this level of creativity in the face of such high expectations? For Heidi and Halah, it's all about embracing a culture of collaboration and playfulness. They work closely with clients to understand their needs, but also make sure to inject a dose of whimsy into every project. This is why their branding work often feels more like art than marketing copy.
"I think the best brands are the ones that surprise you," says Heidi in an interview. "They're not afraid to take risks and push boundaries." Halah nods in agreement, adding, "We want our clients to feel like they're part of something special – something that's not just a brand, but a movement."
For Salt and Sister Studio, branding is about more than just logos and taglines; it's about capturing the essence of an identity. They pour their hearts into every project, using their own unique blend of creativity and expertise to bring brands to life. And when they're done, it's like watching a work of art come alive.
In a world where branding can feel stale and predictable, Salt and Sister Studio is a breath of fresh air – a reminder that branding doesn't have to be boring or generic. With their commitment to creativity, authenticity, and inclusivity, this sibling duo is shaking up the industry one brand at a time.
