Make It Better
We're on a quest to vanquish mediocrity. We honor our craft by striving for excellence on every single project — consistently raising the bar for ourselves and the people we serve.
Studio
The team behind the transformation.
We are a diverse team of empathetic creatives that create positive change for a living. We surround ourselves with people and projects that honor our values and push the world forward.
Our name
More than a name.
We found inspiration for our name in Attica, a region of Ancient Greece encompassing the city of Athens. The Attics were revered as clever storytellers who charmed audiences with their refined, delicate wit, a trait that came to be known as Attic Salt. This concept — sparkling thought, well expressed — is the guiding principle in our creative process.
Attic Salt is a registered trademark and a way of working. When we say we season a brand, we mean we take the time to let it develop — to find its voice before we give it a shape.
What we believe
Brand is behaviour, not decoration.
A powerful brand identity has the capacity to transform a business, disrupt industries, build community, and shape the future. That is why our team is obsessed with human behavior, design, and its impact on organizations. We are a diverse team of empathetic creatives that create positive change for a living.
Don't be the side show, when you should be the star.
Brand commandments
The rules we do not bend.
Five commitments that decide how we work, what we turn down and how we hold a deadline.
Question Everything
We challenge convention by thinking beyond industry standards. We approach every task and project with a childlike curiosity to understand its unique challenges, and we do not stop until it is perfect.
Collaboration Over Competition
We are team players. We work in lockstep with our partners and each other to develop well-vetted solutions seasoned with diverse perspectives.
Less Is More
Simple ideas stick. We eliminate unnecessary complexity to make it easy for people to understand and relate to what makes each brand uniquely special.
Extreme Ownership
Greatness requires great responsibility. Success is achieved when we treat every task and project as if it were our own. We say what we will do and do what we say.
Where we work
A studio in Scottsdale, and a lot of road.
We are based in Scottsdale, Arizona, and we travel for the work that matters. Here is where we have been lately.
Home base
Attic Salt Studio — Scottsdale, AZ
Our home studio in the Scottsdale Airpark, where most of our identity work gets made.
Client workshop
Brand Naming Workshop — Phoenix, AZ
On-site brand naming sessions with client leadership teams, run in person.
International
Brand Design Process — Valencia, Spain
Design sprints with distributed brand teams working across time zones.
Conference
Future of Finance Summit — Beijing, China
Speaking and facilitation at industry events on brand change and identity systems.
Rebrand
SunWest
A full rebrand and out-of-home campaign for one of the West’s largest solar and battery installation brands.
Identity & Web
Tempe Tourism
Identity and website for a city that needed to be the destination, not just the place you drive through.
Brand & Motion
LoudSpectrum
Identity and motion for a live events company whose product is, literally, sound.
Join us
We are always looking for sharp people.
Strategists, designers, writers and motion artists who care about the detail and treat clients like collaborators. We hire slowly and we hire for curiosity.
Question Everything.
Come and meet us.
We are at 6125 E Indian School Rd, Suite 2000, Scottsdale, Arizona. Coffee is on us.