Saltcake (CEO Kunil Lee) is a company that, based on extensive expertise accumulated in both domestic and global markets, helps enhance the essential value of brands. Since its founding in 2005, Saltcake has been delivering the best brand experiences to numerous partners and clients through its unique creativity.

In the rapidly changing marketing environment, Saltcake covers the entire process—from idea generation to creativity, and execution powered by the latest technology—based on differentiated brand strategies and marketing. In 2019, Saltcake moved toward clearer positioning by setting its core competencies around human-centered values such as HCD (Human Centered Design) and CX (Consumer eXperience)/UX (User eXperience). This approach clearly and intuitively positions the company as a leader in these fields.

Saltcake has always responded swiftly to the changing times, updating its corporate copy and slogan accordingly. Alongside its recent CI (Corporate Identity) renewal, the new catchphrase was set as:
“We make brand new paradigm shift in HCD & CX/UX through innovation and creativity.”
This phrase reflects Saltcake’s determination to lead paradigm shifts in HCD and CX/UX with a stronger and clearer identity. In particular, the prominence given to CX signals the company’s strategic direction for change, while also highlighting the growing anticipation for Saltcake’s future endeavors.

From an interview with Youngri Kim, Executive Director at Saltcake:

“After our founding in 2005 and one renewal in 2007, we have now, in 2019, renewed our CI for the third time—ten years later—through collective input from all Saltcake employees. The new CI is designed to be easier to remember while also embedding the essence of our corporate culture and values. By leveraging consumer and user experience consulting enriched with know-how from diverse industries, and creativity grounded in human-centered design, we aim to create future experiences beyond expectation in the era of the 4th Industrial Revolution. Our goal is to help brands and consumers engage from the very center of the world and to deliver the highest level of consulting through ever more innovative experiences.”

This article can also be found in the February issue of Monthly DI.