Salt+Co.

The Thinking

Ideas worth sitting with.

Observations from twenty years of getting it right — and wrong.

Not content. Not a blog. A record of what we've noticed — about brands, about founders, and about the gap between where businesses are and where they could be.

Great Value branded grocery and household products arranged around a large central logo, including snacks, cleaning supplies, pantry staples, and paper goods in colourful new packaging

Featured · Branding

Not broken is not good enough

Walmart is spending two years redesigning ten thousand Great Value products that were already selling. The reason has nothing to do with what was broken — and everything to do with where every business's real brand gap actually lives.

Read the piece

Browse by category

A Sam's Club clubfront at dusk, the new identity lit above a "Come Join Us" gateway.

Branding

One Shape to Rule Them All

Everyone called the new Sam's Club logo generic. They were right — and they missed the point. A look at the system Turner Duckworth actually built, and why the craft and the sameness turned out to be the same decision seen from two distances.

Jun 2026

A person working alone at a laptop in soft daylight, hands resting on the keyboard.

Software & Tools

The work your people shouldn't be doing

Every team has work that's done by hand for no better reason than that it always has been. The real cost was never the hours it takes — it's what those hours would otherwise be spent on, and why the case for fixing it just quietly changed.

Jun 2026

Rack of identical black garments hanging in close rows.

Strategy

AI isn't the threat to your brand. Sameness is.

Every business is asking how to protect itself from AI. It's the wrong question. The real risk isn't that the tools produce bad work — it's that they produce competent work, consistently, for everyone.

Apr 2026

White and red analog weighing scale against a plain background.

Branding

What your brand sounds like matters more than what it looks like

Most brand programs pour their energy into visual identity and treat voice as a finishing layer. It's the wrong order — and the damage is quieter than you think.

Apr 2026

Green grass field near a mountain range on a cloudy day.

Strategy

The gap is the point

Every business has a gap — the distance between what it is and what it could be. Most attempts to close it fix the surface. The real work starts underneath.

Apr 2026

When we write something worth reading, you'll hear about it.

No newsletters. No content calendars. Just a note when there's something worth your time.