Cheers! Aloide is now Salt & Serif.

A new name for the creative studio of Sarah Russell.

After several years running Aloide, I wanted a name that felt more like the work I do—and the way I do it. Salt & Serif is still me: the same creative direction, strategy-first thinking, and unapologetically honest approach. Just with a little more grit and flavor.

This isn’t a new chapter. It’s the same story with a stronger title. Nothing about how I work is changing. I’m still building thoughtful, powerful brands for teams who want more substance than buzzwords and more firepower than fluff.

Salt & Serif represents what’s always been true here: creativity that’s grounded, strategic, and a little bit salty (in the best way).

Thanks for being a part of it.