A Brand for the Future of Work
We're living in the future of work...but oddly it looks a lot like the work we knew in 2019. Open360™ is 360 feedback tool that's here to change that. An alternative to the traditional 360 review process, the tool puts people first, giving them the opportunity to give and receive feedback on an ongoing basis so they can develop as leaders and their organization can grow.
the problem
Building a brand for a 0-1 product
The Open360™ team came to Strange Salt looking for a partner to help them build a brand that would disrupt the traditional profit-over-people approach to the annual review process many organizations have come to adopt. The catch? Their product was evolving and they weren’t sure where to begin. Their founding team knew they needed to market and sell their product, but also knew that without clarity around what the product was and how they’d talk about it, they would struggle to build an MVP they could sell to customers.
the solution
A human-centered brand approach for a person-first product
Open360™ joined Strange Salt for a brand intensive that put the spotlight on tough questions they hadn’t thought to ask. Through the process, the team was able to gain alignment and understanding about what the product would be and what problems it would solve within an antiquated industry. They also clarified language that would and wouldn’t be used to describe their complex processes and gained a clear direction for next steps and priorities—conducting competitive analysis, creating audience personas, determining brand positioning, refining messaging, and designing a visual identity that aligned with the brand.
After the brand intensive the Strange Salt team dove into research mode—learning more about the existing 360 review process and what motivated corporations to use tools that are notoriously hated among employees. Key findings showed that while many existing competitiors claimed to put people first, their processes primarily benefited existing leaders and C-suite executives, leaving individual contributors feeling isolated and targeted when it came time for their annual review. With this in mind, Strange Salt worked to position Open360™ as a human-centered alternative to the existing 360 review process. We created audience personas to help the Open360™ team understand the types of organizations and decision-makers who would benefit from their product and be willing to explore and adopt new-to-market tools to build better structures for their employees and teams.
Strange Salt crafted messages that spoke to the audience’s painpoints and frustrations, priortizing empathetic communication above all else. The collective also worked to simplify the complex product into key benefits that customers would gravitate toward.
Following our extensive brand and messaging strategy documentation, we created a human-first visual identity for a human-first company. Using custom textures, fluid shapes, and a warm color palette, the Open360™ visual identity feels like an old friend—one you’re comfortable opening up to and being vulnerable with. The brand came to life in the form of a new website, merchandise design, and more.
After many product iterations, Strange Salt again joined Open360™ to help them align their warm, welcoming messaging with traditionally stale instructional content. Strange Salt documented the products features and benefits and wrote email workflows to encourage product adaptation.
the collective
Jamie is a brand strategist, serial hobbyist, and the founder of Strange Salt. From managing people and facilitating collaboration to building brands and developing marketing plans, Jamie's experience spans eleven years and multiple industries. She's also the host of Scope Creep (with fellow collective member Liz Talago), a podcast for solopreneurs.
Strange Salt isn’t Jamie’s first rodeo. Formerly, she owned The Ruby Cookie, a cult-favorite cookie company. Before carving her own path in business, Jamie honed her skills at Visit Franklin (Tennessee) and various marketing agencies. She and her husband live in Nashville with their two rescue pups, Georgia and Snoop.
When she’s not working, you can catch Jamie cycling Nashville's greenways, tinkering with her 1932 Chandler & Price printing press, or traveling the world in search of the ultimate sandwich. A former spin coach, Jamie brings that same energy and drive to everything she does, infusing her work with high energy and enthusiasm to encourage clients every step of the way.
Liz Talago is a content strategist and storyteller based in the Detroit metro area. Liz partners with thought leaders and change-makers to translate bold ideas into inspiring digital experiences. Her background in mental health and instructional design informs her approach, allowing Liz to create meaningful connections between brands and their audiences through strategic storytelling.
Liz always leads with empathy and looks for opportunities to combine her passions—mental health advocacy, technology, and content strategy. Her recent projects include crafting content strategies for healthcare organizations supporting individuals with chronic conditions and initiatives for empowering queer youth.
Liz is also the host of Scope Creep, a podcast for solopreneurs, with fellow Strnage Salt member Jamie Cox. When she’s not working, you can find Liz hunting for antique oddities, enjoying live music, or hiking. She and her husband live in the Detroit area with their three German Shepherds.
Sara Strese is a seasoned brand and web designer based in Louisville, Kentucky, with a passion for crafting visual identities and digital experiences that resonate with audiences. With over eight years of experience, Sara has launched over 60 brands and two apps, working closely with business owners to bring their visions to life.
The founder of Good + Ready Co., Sara excels in brand mapping, using audience profiles and brand archetypes to create visual identities and websites that go beyond aesthetics. Sara's expertise lies in building meaningful connections between brands and their audiences through strategic design. She has collaborated with brands in hospitality, beauty, and more, always emphasizing the importance of intentional design in driving business success. She values authenticity and craftsmanship in her work and has a knack for helping business owners feel belonging in their brand.
Sara enjoys painting, hiking, and reading. She can often be found exploring new restaurants, hiking, and spending time with her wife and Jack Russell Terriers.
Alabama born and raised, Patrick has called Nashville, TN home for 19 years. With a Journalism degree, writing words has been a huge part of his life and professional career. He's worked with award-winning companies and clients in both the tech and creative agency spaces. Seeing brands grow and excel in serving others are his greatest professional joys.
Patrick helps clients shape a holistic mindset and impactful brand experience. Patrick enjoys telling stories of how brands and businesses help others succeed. With years of experience in the creative agency arena, Patrick honed his skills in brand development and strategy. He's also become a trusted voice in brand partnership conversations. He's worked with brands like Fifth + Broadway, lots of non-profit organizations, and more, helping them express their missions and messages through their creative efforts.
Patrick's creativity comes to life in many forms. Over the past 20 years, he's spent time writing for international print and digital publications and creating music with several different bands and studio projects. When he's not writing or creating music, you can find Patrick getting his hands dirty in a garden, landscaping, or home project and getting neck deep in a juicy tv series. Patrick and his wife, Alexa (a lovely and talented designer) live in Nashville, Tennessee with two cuddly cats, Ollie and Peaches, and a bevy of cacti that will hurt you if you're not too careful.
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