Thomas Hatch wrote an open-source software platform called Salt (later SaltStack) that became the standard for intelligent, event-driven automation for IT operations and DevOps. Before VMWare acquired the company, we worked with SaltStack to refresh its brand story. Interviewing Thomas inspired a brand purpose statement that humanizes his deeply technical product: "to amplify the intelligence and impact of every IT professional."

"Jed derived a marketing identity that not only captures what our customers love about us, but also creates a driving force for the future."
– Thomas Hatch, Founder & CTO, SaltStack

  • Brand Discovery
  • ICPs/Personas
  • Messaging