Client
WITHERIFF GROUP
Scope
BRAND IDENTITY
WEBSITE
year
2026
We created SaltPM as a property management brand with its own coastal character, while keeping it closely connected to the sophistication of Witheriff Group.
The brief was to build an identity that felt warm, contemporary and distinctly property-focused. Something with enough personality to stand on its own, while still feeling considered, premium and part of a wider brand family.
The identity is built around a bold, wide-set wordmark, with a deconstructed ‘T’ becoming a defining visual device. This thinking carries into the icon, where an abstract square references square metres and gives the brand a subtle connection back to property.
A palette of creamy browns and soft yellow brings warmth to the identity, paired with atmospheric coastal imagery in muted, sun-washed tones. Familiar cues from Witheriff Group, including typography and layout principles, create cohesion without making SaltPM feel like an extension of the same brand.
The result is a property management identity that feels relaxed but considered. Coastal without becoming predictable, premium without feeling corporate, and distinct enough to build a presence of its own.