Salt is an interrogative and exploratory essay on personal experiences and brand identity design processes. Salt was originally written and published in 2013 while working at Focus Lab. This article is an abridged version of the printed copy. While my personal process has evolved dramatically, the text remains as it was written in 2013. The book is no longer available for sale.

Table of Contents

  1. Introduction
  2. Purpose
  3. Process
  4. Trust and Preparation
  5. Action
  6. Quality and Value
  7. Conclusion



1. Introduction

I want to create a process that excites me as a person.  —Eddie Opara, Partner at Pentagram

I’ve read plenty of books about being a designer to clients (Design Is a Job), showcasing incredible branding work (Designing Brand Identity) and about what design can accomplish (The Shape of Design) but I haven’t come across a narrative that explores the creative process in brand identity design.