Meet Emma Rodger

We recently connected with Emma Rodger and have shared our conversation below.

Hi Emma, thank you so much for opening up with us about some important, but sometimes personal topics. One that really matters to us is overcoming Imposter Syndrome because we’ve seen how so many people are held back in life because of this and so we’d really appreciate hearing about how you overcame Imposter Syndrome.
Perhaps the best way I’ve learned to overcome imposter syndrome is to learn to live *with* it. I don’t know a single person who doesn’t struggle with it — even those who are experts in their field. So, it’s less about getting rid of it and more about using it as a productive tool. I have found that imposter syndrome creeps up on me more and more when I stop playing things safe when it comes to my work. It’s easy to be in a comfort zone. But it’s more memorable to design something that has a sense of uniqueness. So when I start noticing those imposter thoughts, I take it as an indicator that I’m on the right track.

I’ve also found it important to build a community of like-minded business owners. I’m a firm believer in community over competition! It’s great to have a support system of individuals who are actively living out situations similar to mine. We cheer one another on, go on business retreats together, encourage each other, and grow together. Removing the wall between those who could be my competitors has helped me see myself less as an imposter and more as a valued member of the design world.

In a way, imposter syndrome is a fabulous driving force behind brand strategy. I’ve found both for myself and clients that the more clarity there is in a business, the less those questioning thoughts in the back of your head speak out. Why? Because with a clear vision, you don’t wonder and have the “what if” moments as often. You know who you are, you know where you’re going, you know why, and you know how to get there. When strategy is paired with design that stems from story, it becomes this magical system that works to set businesses or people apart with confidence.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m Emma Rodger, the owner and lead designer at Saltd Studio. We’re a boutique creative studio based in New Mexico that primarily works with service providers and creatives throughout the States and Europe. Our expertise is infusing pizzazz, strategy, and story into a business through brand and website design. We also have a shop to provide high-end design options like website templates and semi-customizable premade brands to those on a fast timeline or smaller budget.

My goal is to help brands come alive through through compelling and transformational design. These days, businesses are constantly keeping up with new tech, trends, or competitors, and it often feels like everyone’s swimming in a sea of sameness. Branding or a website that simply looks nice just doesn’t cut it anymore because almost everyone has that.

So, at Saltd Studio, we craft individuality by taking a more artful and story-led approach. I believe a brand’s *identity* is the art of telling a business’ story in a visual way. We do a lot of custom illustrations/icons, brand textures or patterns, and intertwine symbolism throughout logo design. I love grabbing my iPad to hand-draw elements for my clients to use. These creations really help communicate a business’ personality and spark curiosity.

When a client who initially feels frustrated or overwhelmed ends our project feeling kick-ass and empowered with clarity and memorability in their business, I know I have done a good job!

If you had to pick three qualities that are most important to develop, which three would you say matter most?
I actually began my creative career as a professional ballerina, which I did for eight years. I remember loving dance as a kid, and feeling so intrigued at the idea of communicating storylines without using words. Just like design, dance is a universal language. So, I would say that learning to connect with people and curate an atmosphere that elevates someone’s experience is one of the biggest skills dance taught me. Since working in marketing and design, I’ve been able to translate similar qualities from dance into branding and website design. Through dance and design courses, I also learned determination and creative adaptability — the skill of thinking differently.

I would encourage anyone who’s interested in a creative career to learn something outside their comfort zone. If everyone’s reading the same textbook or taking the same course, make time to study something completely different. For example, how to bake pretty bread or creative writing. You might be surprised at the inspiration and skills you pick up! It’s easy to follow trends or “rules” for a craft, but what takes knowledge is understanding how to approach a project from a fresh perspective. Consumers always gravitate towards what’s dissimilar — so creating that in a way that still builds trust is what makes brands stand out nowadays.

What would you advise – going all in on your strengths or investing on areas where you aren’t as strong to be more well-rounded?
Before starting Saltd Studio, I ran the marketing for a tech business. I learned a lot in that role about the importance of not just knowing a lot of things on a passable level but also being exceptionally skilled in a couple of focus areas. It’s not helping any coworker or business succeed if we’re expected to do too many different, yet slightly related, things — because they get done half-well. It’s just not productive or effective.

In marketing, there’s a term called “T-Shaped Marketer.” It essentially means you are a professional who can work across the majority of marketing scopes (SEO, website development, advertising, PR, etc.), however, you have 1-2 skills that you are deeply experienced in. I like to think that being a T-Shape-minded person in any career is important. Having an understanding of similar services or skill sets that often overlap is very important. My clients value the conversations I have with them because I am able to offer insight beyond just brand, strategy, and website services. But, being known as the expert in just a few key areas is much more impactful. It provides clarity and trust to those that you work with, and it still gives you the space to deepen your knowledge or learn about related skills.

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Image Credits
Headshot by Cassandra Cooper

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