We’re a Creative and Digital Agency, Driving Growth for Responsible Clients.

A smiling woman with shoulder-length blonde hair, wearing a pinkish-orange long sleeve shirt, standing with arms crossed against a gray wall.
A smiling woman in a beige coat and black pants standing on a bridge over a river in Paris, France, with classic Parisian buildings and trees in the background.
A woman smiling and wearing sunglasses, a red shirt, and a black cardigan, standing on a city street next to a window with red flowers in a window box.

Meet the Founder

I’m Abby, the founder of Salt Mule. I’ve worked in agencies for my whole career; both in creative and digital, large network agencies and independently run, and have been a seasoned client leader for a long time.

I have led large teams, worked on global, award-winning work, extensively optimised agency operations and delivery team performance, and have been a board member for nearly half a decade. I felt it was time to develop a shop that was entirely committed to purpose led work and better creative, without losing focus on strong commercial performance. I wanted to deliver in a way that felt more authentic to my core values.

Our specialists have worked on a wide breadth of business types, from D2C, B2B, e-comm, and lead-gen within all sorts of industries. Our team knows how to grow a business digital presence, and what it takes to create ideas that genuinely promote positive behaviour change.

A pink sidewalk sign on a city street reads 'You have so many good days to look forward to.' in large black and white text with a small black circle at the bottom that says 'FEEL GOOD CLUB.' In the background, there are traffic lights, cars, pedestrians, a building with graffiti, and a person squatting near the graffiti wall.
A tall, modern glass building beside an older red brick building with a sign that says 'ALL THE WORLD'S FUTURES.' There is a small kiosk and outdoor seating area in front of the brick building, with a tree partially obscuring the view.
A brick building with the large white letters spelling 'TATE' vertically on the side, with an open ground floor supported by red columns, a lamppost, and a cobblestone sidewalk.
A large billboard with the message, "The world needs these museums," displayed in bold text.
A sign card placed in a garden bed with green plants and soil, titled 'A greener waterfront' explaining the environmental benefits of planting greenery near water areas.
Two glasses of rosé wine on a blue marble table with a pitcher behind them, a clear glass of water, a bowl of olives, and a partially visible menu.

“Abby has a real talent for translating business goals into strategies that genuinely improve client experience and create meaningful connections with customers.”

Rhian Cox, Lead Product Designer, Bupa

More Brand Revenue, More Positive Impact.

Making a difference doesn’t happen in a vacuum. It needs funding. We help to grow the revenue and commercial performance of your brand so you can put more into your purpose led mission.

Frequently Asked Questions

  • We focus on results, performance and revenue growth but we do it for purpose led brands. We measure social outcomes as well as commercial ones. We have our own sustainable operating policy as well.

  • We have a wealth of experience working across multiple industries and business types. We love working with clients that have a focus on social purpose beyond profit; such as sustainability, community enhancement, and generally doing positive things for the world.

  • We are a start up, launched in 2026, and this is one of our aims for year one. We’ve worked in other BCorps, so know what it takes to qualify and are planning on getting certified as a business.

  • We work across both projects and retainers. Our pricing is flexible, but we will always be honest about suitability. We have a referral network we use when the fit might not be quite right.

  • Transparent, resilient and pragmatic. We understand responsible businesses may face more challenges because they are trying to do things better. We match that energy and passion, and set the bar high for what we aim to achieve together.