If you landed here, it’s because you’re ready to run a design business that actually works for you, your clients, and the life you want. Let’s get to it.
The old way has you scrambling for work and second-guessing yourself.
The new way will have you attracting clients with ease, creating from a place of inspiration, and running a business that feels like freedom.
Meet Jenna Johnson
I’m the founder of White and Salt, a Southern California–based branding and design studio.
For my first 6 years in business, I followed every piece of advice out there that drove me to think more clients, more hustle, more hours. It worked ok, but it didn’t feel like freedom. So I threw out the rulebook, built my agency in full alignment with how I actually wanted to work, and that’s when everything truly took off. I booked out 3 months over night, hired my first team member just 4 months later and never looked back.
Over the past decade, I’ve designed for hundreds of brands generating millions of dollars in added revenue. I’ve also taught 260+ designers how to create their own aligned, profitable studios that magnetize dream clients and give them space to create at their highest level.
My philosophy: The best results come when you build from alignment not obligation. I’m here to guide you in creating a business that’s deeply yours, magnetic to the right clients, and wildly successful because of it.
The Signature WAS Growth Path →
There’s a frustrating amount of nuance that goes into running a design business as a solopreneur or small studio, and there was no course pathway that truly speaks to each stage of that journey. So I decided to created one.
These are the exact lessons and processes that took me from a one-woman studio to a small, unified agency booking $45K projects and earning $50k months, all while raising three kids at home, leading a team, and building a business that feels calm, clear, and deeply fulfilling.
It’s the pathway I wish existed when I was stuck in the confusion and constant forcing and now, it’s here for you, broken down into 3 offers. Each one builds on itself and forms a pathway that will take you from struggling to book clients to becoming profitable then expanding beyond yourself into a more supportive, agency level business. I am SO excited to be in this journey alongside you.
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You can’t grow when you don’t know how to predictably generate revenue and get clients. Even if clients find you, that fear still follows you because you don’t actually know why or how so you can’t influence it happening again.
Jumpstarter gives you a clear, repeatable way to bring in leads whenever you need them — no guessing, no scrambling, no more wondering if it’ll work this time or overbooking just in case leads slow down.
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Now you’re getting clients and you know how to do it on repeat, but you’re still feeling unsettled. You’re working nonstop, raising rates, and overdelivering but somehow still not satisfied. This is what happens when you’re working too hard for the amount of money you’re making, even if you’re ok with that income amount the balance of work, life and finances feels off.
Accelerator helps you fix the structure underneath your business so you see more profit and margin. You’ll learn how to deliver incredible work in less time, create real margin, and finally feel what making good money in your studio is supposed to feel like.
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Now you’re at the point where you have built a solid 1-3 person business. You know what profit and margin feels like and you have a handle on marketing. It’s time to master it so it fully supports you. You’re ready to stop being the doer of all things and start building an agency that runs without you holding it all together.
The Mastermind is where you step into creative director mode. You’ll refine from the inside out to step into agency level everything from your marketing, expanding your team, charging more for your thinking, and creating the kind of business that gives you space, support, and confidence to lead rather than “do.” This is where it all comes to a head, the moment you have been building to, the chapter that finally feels like freedom and expansion all melded into one.
Imagine running a design business that feels light and expansive, where the right clients find you, your process supports your creativity, and you know exactly how to grow without burning out.
No more scrambling to fill your calendar. No more wondering what to charge. No more overthinking your next step. The only question is – what is the right starting point for you?
Choose your starting point →
“I’m struggling to get consistent, aligned clients”
Start with Design Business Jumpstarter – There is a reason your marketing feels hard, you are borrowing a strategy that wasn’t intended for you. The Jumpstarter is your monthly blueprint to help you create an individualized marketing plan that attracts the right clients on repeat. Learn how you’re wired to attract clients naturally and how to use that to create a strategy that not only works but feels good to implement. If business is slow, this is the spark you need to build momentum again.
“I’m booking clients but am definitely underpaid”
Move into Design Business Accelerator – You’re not stuck because you’re undercharging, you’re stuck because your structure is broken. The Accelerator helps you rebuild the way you work so profit finally becomes predictable. Learn how to package and sell $4K+ design intensives that clients love and that actually work for you too — creating more income, more space, and more stability in your studio without adding more to your plate.
“I feel chained to my desk and am worn out from doing all the things”
Step into Design Business Mastermind – This is where you master your design business. Inside this 6-month mentorship, we’ll take everything you’ve built and elevate it including your pricing, your marketing, your leadership, and your systems to take you from a 1-to-3-person studio into an agency-level company that feels like home. You’ll learn how to think, lead, and sell like a creative director, book $20K+ projects with confidence, and build the kind of business that runs smoothly, scales sustainably, and finally feels as good as it looks.
The stuff I can’t fit into a Reel
Join my free Substack—an unfiltered mix of lessons, strategies, and behind-the-scenes reflections from running a $500K+ design studio. Part personal, part educational, always real.
Find out which of the 4 studio archetypes you are—and how to use your archetype to create marketing that feels effortless to maintain, magnetic to clients, and makes booking work second nature. You’ll know exactly what to post to generate leads on demand and keep your client pipeline full without the constant hustle.
Discover Your Design Studio Archetype
Download the $10K Months Mini Guide
Learn the exact framework to grow your design business to consistent $10K+ months—without taking on more clients or working longer hours. Inside, I’ll show you how to refine your offers, price for profit, and set up a delivery model that protects your time while increasing your income. Walk away with a clear action plan you can start using today.