SC Johnson entrusted BrandImage with a blank canvas: develop a new lineup of all‑natural pest control products from the ground up. I led the strategy, look & feel, copywriting, and naming, turning that open brief into a cohesive, high‑end brand.

I conceived Salt+Sky as a chic, coastal lifestyle label for ingredient‑infused bug deterrents that deliver the same protection as conventional sprays and candles, with the added benefit of being entirely from natural components. The brand system invites discovery. In‑store stations let customers mix and customize their own tonics, blending botanicals and fragrances into personalized formulations and boutique partnerships bring the brand to audiences that align with its values.

The name Salt+Sky was crafted to evoke the coastal horizon, where sea and sky meet—a simple, elegant metaphor for the brand’s promise: nature and protection seamlessly aligned. My role shaped every touchpoint—the strategic positioning, visual identity, product naming, and persuasive copy so Salt+Sky would feel premium, experiential, and unmistakably natural.

Studio | BrandImage

Executive Director | Don Childs

Creative Director | Michael McCuskey

Senior Designer | Zach Janszen