Did somebody order a serving of…
Strategic, spotlight-swaying, eyeball-capturing, crowd-pleasing visual strategy & design?
Pull up a seat at the bar (drinks and salty peanuts are on me!)
Hola, I’m Elise!
I’m the cheeky creative at the helm of Pass the Salt, the destination for entrepreneurs ready to sashay off the beaten path and uncover their true brand self, personality and identity.
And, like you, I’m a bit of a rule-breaker. Rawr.
I’ve always been a rather lone wolf. Somewhat of an odd ball. A lot of a performer. And always, always an explorer.
Growing up, my parents were careful to keep our gate closed, otherwise I’d cheerfully take myself on an impromptu trip down to the playground.
I won’t lie: It’s a habit I continue today.
(The spontaneous adventurous exploits, not the playground trips. Although, as an indulgent mama, those aren’t infrequent either.)
I was – and am – endlessly spellbound by the world around me. I wanted to know how and why things worked. Especially people. I’m forever asking, “What if?” and am endlessly fascinated by the possibilities in impossibilities.
I fed my soul by discovering new ideas, places and people – revelling in the wilderness that could be found just a street or heartbeat away.
So it was no surprise when my curated (if eclectic) blend of fashion, visual arts, drama and design studies led me on an adventure from fashion school in Sydney to studying graphic design interstate. It was a journey inspired by both terror and sheer excitement.
(My favourite kind.)
Farewell rules, sayonara curfews. It was showtime, go-time, and a brave new world for me to explore.
I finished my design studies (not before taking an epic eight-week trip around Europe) and packed my giant portfolio case (seriously, this was a thing) before officially launching my design career in advertising.
It wasn’t until my first big break as Head Creative at Australian Power & Gas, that I realised just how much I love branding. I honed my skills, building brands from the inside out.
From the very start, towing the company line held little appeal. I hated having to create ‘pretty’ over purposeful. Sweet over strategic. And I knew that there had to be another way to approach impactful visual branding and creative direction.
I knew it because I felt it … And I saw it too.
My head lifted, my eyes sparkled, and my heart danced in delight whenever I saw others shaking up the status quo and marching to the beat of their own drum.
“Yep,” I nodded to myself. “Those are my people. Those are the humans I’m going to create with.”
Slide into my DeLorean (mind the Mecca boxes and Lego) and, 14 years later, I’m gratefully empowering other entrepreneurs to discover and shape their brand identities in an authentic and aligned way.
Because powerful branding is more than just aesthetics.
Powerful branding is the salt that gifts a dish meaning, flavour, purpose and substance. It transforms dull to delightful and turns an everyday experience into one your audience will remember, adore and applaud. But more than that, powerful branding is a journey of connection. It’s about (re)connecting you to your purposeful vision and the people that matter most: Your target audience.
My mission is to create visual identities that take you from invisible to irresistible with the confidence to stand proud on centre stage. One that you can wear with complete pride and know, unwaveringly, that it will grow and venture into the wilderness with you.
Wall art by Pandr Design Co.