10 Years of Growth, Change and Digital Impact
This summer, Salt turns 10 years old.
What started as a clear idea and a lot of ambition has grown into a decade-long journey through an industry that never stands still. Over the last ten years, digital marketing has changed beyond recognition – and we’ve evolved with it.
As we head towards this milestone, it’s a moment to look back at where we started, reflect on how far we’ve come, and look ahead to what’s next.
Where It All Began
When Salt launched back in July 2016, the digital landscape looked very different.
SEO was mostly about keywords. Social media was simpler. Paid media costs were lower. AI in marketing wasn’t even a talking point. But one thing was already clear: businesses needed agencies they could trust, who understood digital properly – not just tactics, but strategy.
From day one, our focus has been on:
- Building digital strategies that deliver real results
- Working as an extension of our clients’ teams
- Adapting quickly as platforms, algorithms and user behaviour change
Those principles are still at the heart of what we do today.
A Decade of Digital Change
Over the past ten years, we’ve navigated:
- The rise of mobile-first and UX-led websites
- Major search algorithm updates
- Social media platform shifts
- Increasing competition in paid media
- Data privacy changes
- The emergence of AI in search and marketing
What We’ve Built Over 10 Years
Over 400 Websites and Counting
Over the past 10 years, we’ve had the privilege of designing and building more than 400 websites for organisations of all shapes and sizes. From B2B and B2C businesses to company intranets, e-commerce platforms, information-led sites and brand-focused websites, no two projects have been the same. Each one has required a different approach, a different audience mindset and a different measure of success. That breadth of experience has shaped how we think about digital – not as a one-size-fits-all solution, but as something that should be carefully tailored to support real users and real business goals.
Long-Term Client Partnerships
One of the things we value most is the number of clients who have stayed with us for years. It’s a sign that the work is working – and that trust is earned, not promised. Today, we still work with many of the clients that we started working with 10 years ago.
Measuring Success by Impact, Not Just Numbers
Over the last decade, our success has been measured by the businesses we’ve helped build and grow. We’ve supported more than 50 start-ups from their earliest stages – creating brands, designing and building websites, and providing ongoing business and marketing support – many of which are still going strong today. We’ve worked with clients as they’ve secured investment on Dragons’ Den, helped brands reach major growth milestones, and supported campaigns that have gone on to win marketing awards. These achievements aren’t just highlights for us – they’re proof of what happens when clear strategy, strong branding and consistent digital support come together at the right time.
Keeping Brands Fresh in a Changing Digital World
One thing we’ve seen time and time again over the last decade is that strong brands evolve. Staying relevant doesn’t mean constantly reinventing yourself – it means knowing when to refine, refresh and recommit to what made you recognisable in the first place. Our own recent brand refresh reflects that belief. We’ve proudly kept the same Salt logo since day one, preserving the identity that clients recognise and trust. At the same time, we’ve expanded our colour palette to better reflect who we are today, while reintroducing our original teal green to bring everything full circle. It’s a reminder that the best brands grow with purpose, respecting their roots while confidently moving forward.
Entering the Next Era: SEO, AI and Beyond
As we look ahead to the next decade, the biggest shift we’re navigating is already here: AI-driven digital marketing.
Search engines are becoming more intelligent. Content is being evaluated differently. User journeys are changing. And brands that rely on outdated tactics are already falling behind.
At Salt, we see this as an opportunity – not a threat.
The same principles that guided us in 2016 still apply today:
- Focus on users, not shortcuts
- Build trust, authority and relevance
- Combine strategy with execution
- Use technology intelligently, not blindly
AI is becoming part of digital marketing, but strategy, experience and human insight still lead the way.
Our focus remains on:
- Helping businesses grow sustainably online
- Staying ahead of how search and digital platforms evolve
- Building long-term partnerships, not quick wins
- Continuing to do work we’re proud to put our name to
To every client, partner and collaborator who has been part of the journey so far – thank you. And for those yet to work with us, the next chapter is only just beginning.
Here’s to the next decade of Salt.
