A service from Salo

Your AI produces.
We make sure
it's good.

Most teams going in-house with AI get the speed. They don't get the quality. That gap is what we close.

Book a conversation
3
Phases to a working engine
3–5 wks
To completion
Ongoing
Creative support after launch
The gap

The tools aren't the problem.

Fast output is easy now. Consistent, on-brand, genuinely good output is something else entirely.

When AI doesn't know your brand at a deep level, it shows. The tone drifts. The work looks generic. The team spends more time fixing than creating.

That's not a prompting problem. It's a context problem. And most teams don't know that until they're already in it.

What teams experience

  • Output that doesn't feel on-brand
  • Inconsistency across channels
  • No agreed creative context
  • Too much time re-prompting
  • Work that looks like everyone else's

The underlying cause

  • Brand thinking not translated for AI
  • No structured tone of voice the engine can use
  • Creative judgement missing from the process
  • Built to produce, not to think
Sound familiar?

If any of these land,
we should talk.

"We prompt the same way every time. The output is never quite consistent."

"The work comes out fine. It just doesn't look like us."

"We're producing more than ever. We're not sure any of it is working."

From the founder
Portrait of Carl Cahill

I've spent fifteen years helping brands figure out what makes them distinct, then making sure everything they put out reflects that. That's still the job. The tools have just changed.

What I keep seeing now is teams who've gone in-house with AI and hit the same wall. The output is fast. It's just not theirs. Not because the tools are wrong, but because nobody's put the right thinking in.

Creative in the Loop is how I fix that. I come in, build the creative foundation your engine needs, and stay close enough to make sure the quality holds as you scale.

If that sounds like what you're missing, let's talk.

Carl Cahill
Founder, Salo · Fractional Creative Director
What we do

We build the creative thinking into your engine.

Your brand strategy. Your voice. Your visual identity. We take all of it and structure it into something AI can actually work from.

Then we stay in. Not to hold your hand. To keep the quality where it needs to be as you scale.

The principle: Your AI produces. We make sure it's worth producing.
How it works

Three phases.
Done in weeks, not months.

Phase 1
1–2 weeks

Learn

We find every gap between what your brand is and what your engine knows about it.

Phase 2
2–3 weeks

Build

We produce the creative context your engine needs and configure it until the output is consistently good.

Phase 3
Ongoing

Run

You produce. We stay in the loop. Available through Flexi-Design when you need us.

What you get

A working engine.
And a partner behind it.

After phases one and two your team has everything it needs to produce with confidence.

  • Tone of voice documentation built specifically for AI use
  • Visual identity and brand context structured for your engine
  • Brand positioning and proposition as reusable context
  • A configured workflow your team can run from day one
  • Prompt structures for your most common output types

Phase three keeps it sharp. We don't hand over and disappear. We transition into a support role that scales with you.

Right fit

Two kinds of team
get the most from this.

Brands going in-house

You've got the tools. You need the thinking built in before you scale.

Agencies supporting the shift

Your clients are asking about AI. We give you something real to offer them.

Salo
Backed by Salo

Salo is a strategic design studio with over a decade of work across agencies and brands in the UK and US.

The clients coming back to us aren't asking for AI training. They're asking for the creative judgement that makes the difference between output that's acceptable and output that's actually good.

That's what this is.

Learn more about Salo →
Let's talk

Is this the right fit for you?

We're working with a small number of teams right now. Book a short call and we'll find out quickly whether this makes sense.

Book a call

Prefer to email first? hello@salo.uk

Value calculator

What is inconsistent AI output costing you?

Three questions. A personalised breakdown. Takes about a minute.

Step 1 of 3 — Your situation
3 people
15101520
4 hrs / week
15101520
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Step 3 of 3 — Your details

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Our recommendation

Estimates are illustrative and based on typical team costs. Your actual figures will vary. Creative in the Loop is a service from Salo.