Shifting the School Safety Conversation
BeWell in School© is a 501c3 nonprofit organization that offers in-person and digital programs to help students leverage breath, movement, and mindfulness. The organization is transforming school climates and creating educational environments where everyone feels supported to learn, grow, and be themselves. Ahead of their digital program launch, BeWell in School© sought a brand partner to help them reimagine their brand messaging and website to help them expand their reach and speak to the issues educators and school administrators face today.
the problem
Expanding Access to Tools for Self-Regulation
BeWell in School’s research shows that when young people begin to self-regulate and attend to their emotional needs, students can navigate challenging feelings before they escalate. That means more time on task, fewer discipline referrals, reduced stress, and enhanced connections. The BeWell in School© team was looking to continue this conversation in a meaningful way with the right people while expanding access to their programs via digital resources. They also needed platform to tell this story which came in the form of a new, user-friendly website.
the solution
Sharing the full story of educational climates today
BeWell in School© launched as an in-person program that offered a more mindful behavior management solution for school communities. Founder Riki Rattner, a former classroom teacher who spent a brief time working within the criminal justice system, began the program to interrupt a broken system that was continuously failing students. As a yoga practitioner and teacher, she saw an opportunity to bring her own self-regulation tools to her students in an accessible and inclusive way.
BeWell in School’s brand refresh began with a brand intensive that brought together key stakeholders within the organization to discuss the challenges educators face today. Through this process, the BeWell in School© was able to candidly discuss the many problems their program solves—from disrupting the school-to-prison pipeline to helping students and teachers navigate the lingering emotional impacts of the Covid-19 pandemic. The team also acknowledged the threats their organization faces. With social and emotional learning under constant scrutiny and pandemic-era funding disappearing—the BeWell in School© team knew they needed to tell an impactful story that positioned their in-person and digital programs as an invaluable tool for school communities.
Following the brand intensive process, Strange Salt began researching existing competitors and analyzing their positions within the market. The team created ideal customer personas to identify key decision makers within the educational ecosystem and highlight opportunities to reach these individuals through content marketing and continuing education. Strange Salt created a brand and messaging strategy to help BeWell in School© tell an impactful story—beyond their core offer—to show their audience they see them, they hear them, and they’re here to help.
Strange Salt combined the updated messaging frameworks with BeWell in School’s existing, robust visual brand identity (by Rare Eye) to create a new website that would help the team tell the full story of BeWell in School© and it’s impact. The website uses clear calls-to-action to drive traffic to both BeWell in School’s in-person and digital offerings. The website prioritizes educators as the main audience, but uses strategic language to mobilize community members and donors through donation portals and event opportunities.
the collective
Kelsey is a colorful cat lady living and working out of her apartment in East Nashville. Kelsey is the owner of Launch Your Day Dream, a web design company for badass photographers. She’s also worked as a brand and web designer for clients spanning multiple industries—from food and beverage to non-profits.
Valuing creative connections within her community, Kelsey moved to Nashville from Virginia in 2021 and quickly got involved in the city, building creative connections wherever she went. She even volunteers with our local Creative Mornings chapter and wants to see you at their next event.
Kelsey is a sucker for boy bands and early 00s emo. When she's not designing, you can find her watching Love Island, going to concerts, hanging out with cats, roller skating, and eating her way through Nashville.
Liz Talago is a content strategist and storyteller based in the Detroit metro area. Liz partners with thought leaders and change-makers to translate bold ideas into inspiring digital experiences. Her background in mental health and instructional design informs her approach, allowing Liz to create meaningful connections between brands and their audiences through strategic storytelling.
Liz always leads with empathy and looks for opportunities to combine her passions—mental health advocacy, technology, and content strategy. Her recent projects include crafting content strategies for healthcare organizations supporting individuals with chronic conditions and initiatives for empowering queer youth.
Liz is also the host of Scope Creep, a podcast for solopreneurs, with fellow Strnage Salt member Jamie Cox. When she’s not working, you can find Liz hunting for antique oddities, enjoying live music, or hiking. She and her husband live in the Detroit area with their three German Shepherds.
Jamie is a brand strategist, serial hobbyist, and the founder of Strange Salt. From managing people and facilitating collaboration to building brands and developing marketing plans, Jamie's experience spans eleven years and multiple industries. She's also the host of Scope Creep (with fellow collective member Liz Talago), a podcast for solopreneurs.
Strange Salt isn’t Jamie’s first rodeo. Formerly, she owned The Ruby Cookie, a cult-favorite cookie company. Before carving her own path in business, Jamie honed her skills at Visit Franklin (Tennessee) and various marketing agencies. She and her husband live in Nashville with their two rescue pups, Georgia and Snoop.
When she’s not working, you can catch Jamie cycling Nashville's greenways, tinkering with her 1932 Chandler & Price printing press, or traveling the world in search of the ultimate sandwich. A former spin coach, Jamie brings that same energy and drive to everything she does, infusing her work with high energy and enthusiasm to encourage clients every step of the way.
Heather Allaman is a web developer based in Wisconsin with over 15 years of experience in front-end development. Heather specializes in bringing designs to life through interactive web experiences, collaborating with intentional brands to create engaging online platforms.
An experienced problem solver, Heather loves tackling functionality issues in JavaScript and CSS, ensuring seamless user experiences. An experienced Squarespace developer, Heather builds templates with various themes, content types, and custom JavaScript functionalities. She's worked with various brands and enjoys exploring new technologies to enhance digital products. Outside of coding, Heather enjoys reading about astrology, baking sourdough, making bouquets, and petting cats.
Emmy is a brand strategist and writer based in Charlottesville, Virginia. She’s a cool mom, a Gemini, a monopoly champion, and a former brick-and-mortar yoga studio owner. She loves a good pop-music dance break alongside values-focused work that supports a more equitable and inclusive world.
Emmy values curiosity, courage, and compassion, making her a sought-after collaborator for those building meaningful projects. She's spent a decade-long career cultivating and marketing communities across industries, specifically in health and wellness, music, and entertainment. Emmy is a heart-centered leader who believes in the power of storytelling. With her writing chops and love of intentional details, she helps to bring brands to life on and off the (digital and paper) page.
Before transitioning to her work as a strategist and writer, Emmy and her husband owned Inner Light Yoga, a widely loved and successful yoga studio in Nashville. She has a knack for merging creativity and operations and is always looking to cultivate meaningful connections. She firmly believes that a day without eating cheese is like a night without stars, dull and unfulfilling.
