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SALONI JHAWAR · BRAND STRATEGIST ·

I’m working until my work introduces me.

I’m Saloni. I build brand systems that hold their shape across every team, every touchpoint and every year. 4+ years across mobility, skincare, food, fashion, tech and government campaigns, mostly taking startups from zero, including one where I was on the founding team. inmyblood is where my work, my decisions and my stories live.

See the work Read the CV
My desk: a notebook that reads 'Work until you no longer have to introduce yourself', beside a balancing figure To do work worth poaching
Plate I · My GOalShaped by the choices I made

#SaloniKeVichaar

No one gets to decide what you can/can’t do.You can do whatever you want to do.Never stop learning.

Saloni
Dreamt it. Did it.
  1. 2016 → 2026Featured on a Times Square billboard.Dreamt of seeing myself on a billboard.
  2. 2018 → 2018Admission to St. Xavier’s College (Autonomous).Wanted a top college with an average ISC score.So I locked myself in and taught myself.
  3. 2022 → 2025On stage at FUELD, Dubai, talking “Branding in the wild”.Wanted to own my first role while still finding my feet.So I texted brand strategists around the world to learn how they work.
  4. 2015 → 2025Met Anuv Jain in 2023. Saw Shawn Mendes live in 2025.A dream I carried for ten years.
Selected work

What I’ve done so far.I see you checking if I’m worth poaching.

All work →
inmybloodWorkSelected 12 folders · in case order
Mouse & Cheese + Zerologic · case study
A frame from the Zerologic brand film
No. 07 · Growth · Positioning Mouse & Cheese and Zerologic: repositioning a studio, then building its growth engine ₹70L tender won · promoted every year to CMOOpen →
What I own

What I’m responsible for

From the first insight to the last touchpoint, including how the brand looks.

Led end to endShaped my direction, built with othersSupported I contributed, others owned it
At the centre Brand Heart Belief · Purpose · Vision Led
01Led

Brand Promise

Positioning · Brand idea · Value proposition · Naming

02Led

Brand Story

Communication strategy · Tone of voice · Creative briefs · Campaigns and media

03Shaped

Visual Identity Direction

Logo and wordmark · Colour and type · Art direction · Guidelines

04Shaped

Consumer Experience

Customer journey · Consistency across locations · Emotional connection

05Supported

Purchase Moment

E-commerce · Hero products · Pricing logic · Customer marketing

06Led

Strategy and Operations

Go-to-market plans · Budgets and forecasts · Growth roadmaps

07Led

Consumer Knowledge

Behavioural insights · Target consumer · Funnel tracking

08Led

Brand Culture

Values · Team communication systems · Training people and AI

Essays An Illusion Of Saloni Jhawar
The book · An Illusion Of

A book I set out to draft in 24 hours.It took a little longer. In my defence, one of the essays proves time is an illusion.

27 reflective essays, each on something we hold on to: complexity, time, enough, creativity, hope. Each one ends in the same place. Three are open to read. The rest live in my notebook, for now.

■ 3 open to read · □ 24 in the notebook
Read the open essays
Life, so far

Decisions I don’t regret, yet.

  1. Decision 01 Suno sabki, socho, phir karo apni. Listen to everyone, think it over, then do your own thing.
    Regret: 0%
  2. Decision 02 Thinking twice before spending once. If I still want it next week, it's mine.
    Regret: 0%
  3. Decision 03 One milestone a year. Picked, then done. This year’s is loading.
    Regret: 0%
  4. Decision 04 Learnt swimming. As an adult. Some water up the nose, zero regrets.
    Regret: 0%
  5. Decision 05 Understand the brand, the product and the real goals before any strategy. Saves everyone a second meeting.
    Regret: 0%
  6. Decision 06 Saying yes to every concert by my favourite artists. See: Shawn Mendes, Anuv Jain.
    Regret: 0%

Regrets so far: 0. Check back next year.

The Club · Opening soon

A club for good rebels who proved the world wrong and carved their own space.

About the club
Join the waitlistComing soon. Opens your email app, addressed to me.