Meet Your Enthusiasts They Analyze You
Enthusiasts go to great lengths to research your brand before making a purchase.
The more they understand about your brand, the more they appreciate the value.
Meet Your Enthusiasts They Identify With You
Enthusiasts are driven by the emotion they feel each time they interact with your brand.
Never stop engaging them.
Meet Your Enthusiasts They Keep You Honest
Enthusiasts place tremendous value on the authenticity of your brand and the resulting relationship.
They know when you’re putting up a front—and they won’t stand for it.
Meet Your Enthusiasts They Stand By You
Enthusiasts are fiercely devoted.
They take a personal interest in the success and evolution of your brand.

Brand enthusiasts aren’t just customers. They’re discerning buyers who feel compelled to express their values, look for substance, and do their homework on purchases and relationships. And once they find brands they love, they become loyalists—and ambassadors.

Saltworks is a branding and experience design firm where enthusiast brands find their following.

Since 1995, Saltworks has provided brand positioning, growth marketing, and experience design solutions that target high consideration and high emotion customers. We’ve helped brands acquire and retain market share in industries ranging from—aviation and boating to outdoor, music, consumer electronics, adventure + educational travel, sporting goods, medical products + services, private + higher education, pharma and financial services.




Saltworks helps you build relationships with enthusiast customers, by connecting your brand to their personal sense of self, leading to increased customer acquisition and lifetime value, to drive sustainable growth.


    Enthusiast customers are searching for brands they can believe in.

    • Ethnographic Research
    • Segmentation
    • Personas
    • Journey Mapping

    Your brand must reveal and articulate the spine of your enthusiast story.

    • Brand Positioning
    • Messaging
    • Visual Expression
    • Identity Design

    Enthusiast customers have deeper emotional needs and more complicated rational needs that you need to meet.

    • Value Proposition
    • Product Development
    • Service Design
    • Go-to-Market Strategy

    Enthusiast customers are looking for an experience that makes a strong first impression and rewards lifelong loyalty.

    • Website Design
    • App Design
    • Marketing Communications
    • Customer Experiences

Leadership Team

  1. Paul Caldera
    Brand Integration; Cofounder
  2. Doreen Caldera
    Brand Design; Cofounder
  3. Christine Bailey
    Brand Build
  4. Carlos Alcala
    Brand Interactive
  5. Drake Pusey
    Brand Ecosystems
  6. Katie Karatzas
    Brand Experience
  1. Paul Caldera

    For the past two decades, Paul has helped leading companies in a wide range of enthusiast industries develop strategic design and integrated brand communication programs. In all cases, his work has had a positive and measurable impact on his clients’ business performance. Tennis, running, Red Sox enthusiast [email protected]

  2. Doreen Caldera

    As creative director and enthusiast-branding expert, Doreen works in close collaboration with brand partners to develop targeted branding and identity solutions that motivate enthusiasts to take action. Her work has been consistently recognized in national and international design publications including Graphis, Communication Arts, Print and HOW. Dark Chocolate, urban dwelling + dog enthusiast [email protected]

  3. Christine Bailey

    Christine brings a unique blend of design, production and client service skills and expertise to her role at Saltworks. Her brand-building portfolio spans a broad range of enthusiast organizations that include the Phoenix Coyotes Hockey Club, Backroads Active Travel, Boyd Gaming and Ballet Arizona. Running, yoga, Charity Miles enthusiast [email protected]

  4. Carlos Alcala

    Carlos has more than 25 years of experience developing integrated branding, interactive, and social programs for enthusiast audiences. He works closely with project teams throughout the different phases of each engagement to ensure that design, content and technical development align with both client and user goals. Wine, music, travel enthusiast [email protected]

  5. Drake Pusey

    Drake enables brands to achieve sustainable differentiation by proactively empowering customers. By developing strategic alignment between brand, customer experience, and product development, he can turn what is often a zero-sum game (A or B) into a win-win situation (A and B). Bushido, exploration, and wildlife enthusiast [email protected]

  6. Katie Karatzas

    Katie has a strong foundation anchored in ethnographic research and product innovation. Her superpowers include the ability to translate data from qualitative research into effective tools for design and sift through complex information to quickly present a clear and concise point of view. Gardening, cooking and painting enthusiast [email protected]