Building a Digital Foundation for a Modern News Platform

Salt by Lutyens Media is a newly established digital news platform centred around social, political, and cultural conversations. The platform focuses primarily on video journalism with YouTube as its main distribution channel. Backed by experienced journalists and editors, the brand aims to bring sharp, independent, and engaging storytelling to the digital space.

Salt by Lutyens Media partnered with Pluralis Digital from the very first day of its ideation. The founders wanted an integrated digital partner capable of handling everything, from branding and identity creation to technology and marketing support; essentially, a single-window agency solution that would allow them to focus on editorial and production while the marketing and operational infrastructure was built in parallel.

We began by studying their business model, content strategy, and audience roadmap to ensure every creative and technical decision aligned with long-term scalability.

Key initiatives included:

• Brand Identity Development: Defined brand tonality, created a professional logo, and established a cohesive colour palette and typography system. The logo was designed and finalized within six hours, in close coordination with the founder.
• Creative Collateral & Templates: Developed ready-to-use templates for social media usage, ensuring visual consistency and strong brand recall.
• Video & Content Support: Edited their first introductory video to match their intended tone and audience positioning.
• Website Development: Built a presentation-style one-page media website on WordPress within a week to help them pitch to sponsors and brand partners.
• Tech & Workflow Setup: Assisted in onboarding and setting up Google Workspace and Zoho Suite, enabling smooth collaboration and communication.

Within a month, Salt by Lutyens Media achieved a clear brand identity, consistent visual language, and growing social media traction across platforms.

With a strong digital foundation in place, Salt by Lutyens Media could focus entirely on its content quality and audience growth. The team found the partnership liberating, as all branding and setup responsibilities were efficiently managed by Pluralis Digital. Their appreciation validated the importance of having a structured, reliable, and scalable digital ecosystem from day one.

Pluralis Digital helped Salt by Lutyens Media transform its concept-stage idea into a fully functional and scalable digital media brand. From branding and setup to website and workflow management, our end-to-end involvement ensured a seamless launch, rapid readiness, and strong digital foundation for their journey ahead.