Stop running your studio like a freelancer
I built White and Salt into a multi-fix figure creative agency using the Holding Framework™ — a method for designers ready to lead, price, and position like the CEO and creative director of a thriving studio.
Hey, I’m Jenna
Brand designer, studio founder, business mentor for creative CEOs, and a firm believer that you can charge more without burning out.
I'm the founder and creative director of White and Salt, a brand studio behind businesses like Musely, Grey Bandit, Mantra, and more. Over the last 10 years, I've worked with hundreds of brand and website businesses, built a global client roster, a (small but mighty) team I fully trust, and a studio that runs on steady rhythm rather than client-induced anxiety, hustle and fire drills.
But it didn't start that way.
For years, I was the bottleneck in my business and was grinding just to make minimum wage years. Every month felt stressful and I was slowly burning myself out doing it all. I took every call, designed literally everything, second-guessed every proposal price and struggled to keep up with marketing. I thought scaling meant finding better clients, creating more content, and putting in more hours.
But it didn't.
What changed everything was learning to hold the business differently: leading like a CEO, pricing like a studio, and positioning like the authority I'd already become.
That shift became the Holding Framework™ which is the method I now teach to designers who are ready to stop freelancing and start leading like a real studio.
500+ designers mentored
Multi-six figure studio built and scaled
Creator of the Holding Framework™
From $4.5K projects to a $37.5K project booked in less than 6 months
“I’M IN AWE. Thank you Jenna for your guidance all of the lived experience and wisdom you have been able to distill into such an amazing program! It’s truly been invaluable and I’ve learned sooo much. I feel really grateful to have found a coach like you because you have so much integrity in what you do and it really shows in everything you’ve created, which is so rare it feels like these days! Ahh I’m so excited!!”
-Sirah, Brand Designer
The exact method behind my muli-six figure design studio
The Holding Framework™ is the method I used to build White and Salt, a design studio I grew from solo-run, freelancer hustle making $30K years to what it is today – a thriving brand and website agency working with wellness, beauty and fashion brands bringing in $30K+ months in services alone.
Inside, you'll see exactly how I lead, price, and position as a creative CEO, not an overextended freelancer. This is exactly how you will finally stop second-guessing your rates and stressing over where you next client is coming from and start running the kind of business you actually wanted when you went out on your own.
Why the Holding Framework?
1. Holding isn't a mindset shift. It's a business model.
The Holding Framework™ isn't another reframe about confidence or boundaries. It's the operating model behind a multi-six figure studio — built to work whether you feel like a CEO that day or not.
2. Studios That Hold Don't Have to Hustle
Freelancers chase. Studios attract. When you lead with positioning, pricing, and a real point of view, better clients that pay premium prices come as a natural byproduct rather than something you are constantly chasing or wishing for.
3. Premium Pricing Without the Guesswork
Most designers undercharge because they're selling time and deliverables, then setting their rates based on vibes and instinct. Studio owners price for outcomes and back it with numbers. The Holding Framework™ teaches value-based pricing paired with real financial clarity, so your rates stop being a guess and start being a decision.
4. Built for the Business You Envisioned When You Started
Your studio shouldn't fall apart when your kids are home sick, when you take a real vacation, or when you decide to take a Friday off for “you” time. A studio that holds itself doesn't collapse the moment you step away, it operates and compounds because the structure is sound. It doesn’t require you pushing it forward all the time anymore.
5. Leadership Is the Multiplier
A freelancer makes the work happen. A studio owner makes the decisions that make the work happen. The Holding Framework™ teaches you to lead — to set the direction, hold the standards, and trust your team and your gut — so your business stops depending on how many hours you can personally throw at it.
More Freedom and Creativity, Less Stress
Choose your next step
Tier 1
The Holding Framework
The Starting Point
A simplified breakdown of what the Holding Framework™ is and how it works. You will leave knowing the three holds I use to lead, price, and position my design studio so it runs without me in every file.
Best for
Designers ready to stop running their studio like a freelancer and curious about my approach.
Tier 2
Design Business Mastermind
The Full Shift
A 4-month coaching container for designers ready to lead a real studio — not just run a busier freelance business. You'll implement the Holding Framework™ end-to-end with direct coaching from me, a high-caliber peer group, and pre-recorded trainings that walk you through all the foundations needed to reach the next level.
Best for
Experienced designers ready to stop trading hours for money and start running the studio they actually wanted.
Tier 3
1-1 Full VIP Access
The Inner Circle
A 6-month 1-1 container for designers ready to build their studio with direct, hands-on access to me. Full access to the Mastermind and Accelerator course content plus 12 months access to the Jumpstarter (aka everything I have to offer). You also get bi-weekly 1:1 coaching with me and direct access to me in Slack so you are fully supported as you implement and uplevel.
Best for
Seasoned designers ready to go all-in and gain access to the entire WAS Education system plus high touch 1-1 coaching to get them there faster
