What is Salt & Light Media Co.?
HOW WE BEGAN AND WHAT WE STRIVE FOR
Our Background
Salt & Light Media Company was built on curiosity, creativity, and a commitment to meaningful storytelling. In 2022, I (Caitlin) stepped into marketing through my family’s business, Proper Eu. What began as a hobby, creating reels and TikToks, became a necessity when I realized our media investments weren’t delivering results. With little guidance, I immersed myself in branding, content strategy, and digital marketing, learning from the ground up. As my skills grew, I recognized the need for higher-quality visuals, prompting me to borrow a friend’s camera in 2023. That small change transformed our social media presence and ignited a deeper passion.
What started with headshots and product photography soon led to senior portraits, couples’ sessions, and brand imagery. As inquiries grew, I realized this was more than a creative outlet, it was a calling. I refined my expertise in marketing, mastering Google Ads, branding strategies, and consumer engagement. Self-learning evolved into formal training, leading to certifications and a strategic approach to digital media.
Salt & Light Media Company is the culmination of that journey, where photography and marketing intersect with authenticity, strategy, and purpose. Today, we help brands and individuals craft visuals and messaging that leave a lasting impact because the best marketing isn’t just seen, it’s felt.
Our Goals
From the very beginning, our mission has been about more than just creating beautiful visuals or building strategic brands, it’s about purposeful storytelling, fostering trust, and helping businesses and individuals shine in their own unique way. Salt & Light Media Company was born out of a passion for creativity and a calling to serve others. We believe light shines brightest when shared, and our goal is to illuminate your story in a way that’s both impactful and lasting.
Based in Grand Rapids, Michigan, we proudly serve local businesses and offer customized solutions for clients nationwide. No matter where you are, we take a tailored approach to ensure your brand connects, resonates, and inspires.
Engagement is at the heart of everything we do because it’s key to building lasting relationships between your brand and your audience. The journey starts with awareness, when people discover your brand through ads, social media, or SEO. We then spark interest with engaging content and as they move to consideration, we ensure your value stands out through case studies and email campaigns. Conversion and retention are then the next step. Our goal is to help your brand connect, build trust, and grow for the long haul. By focusing on each of these stages, we can help your brand connect with your audience in a way that builds trust, encourages loyalty, and fosters growth.
OUR VALUES
AUTHENTICITY, INTEGRITY, INTENTION & FAITH
Authenticity & Integrity
Authenticity and integrity go hand in hand. We believe that the best stories, brands, and moments are built on honesty and trust. That’s why we are committed to honest storytelling, ethical practices, and creating work that not only looks beautiful but also aligns with your vision and values.
Intention
Intention drives our approach. Nothing we do is by chance—every detail is thoughtfully crafted to serve a purpose. Whether it’s selecting the perfect color palette, refining a marketing strategy, or capturing the essence of a brand through photography, we approach each project with care and purpose.
Faith
Faith is the foundation of our work. We strive to honor God by serving others with excellence, honesty, and purpose. Every project is approached with a heart to uplift and create something meaningful, whether it’s through photography, branding, or marketing strategies that truly reflect who you are.
The Face Behind the Brand
Caitlin Osterhouse
Founder | Creative Director | Marketing Lead
“With 3 years of experience in the creative industry and a degree in biology along with a minor in psychology, I’ve partnered with emerging brands to create impactful visual identities, refined marketing strategies, and compelling online presences.
When I’m not working on a photoshoot or refining brand visuals, you can likely find me enjoying some quiet time with matcha and some reading, or spending time outdoors with friends.
In an increasingly fast-paced world, I bring an intentional and focused approach, combining innovative thinking, a keen eye for simplicity, and a strong work ethic to help brands stand out and thrive.”
Looking for experience?
We are always looking for assistance. Have a valuable skill you think our business could utilize? Reach out to us at info@saltandlightmediaco.com.