Designing with Purpose: How Salt & Sand Is Helping Women-Owned Businesses Stand Out

In a world where first impressions are often made online, having a strong, intentional brand is more important than ever. That’s exactly where Salt & Sand comes in, a design studio focused on helping women-owned businesses create websites and brands that are not only visually striking, but deeply personal and built to last.

Founded by Audra Leverson, Salt & Sand has grown into a nationwide brand and web design studio known for its fully custom approach. Rather than relying on templates or one-size-fits-all solutions, Audra works closely with each client to create something entirely unique. As she describes it, “Salt and Sand is a brand and web design studio that works with small to medium sized women-owned businesses nationwide… I take pride in the fact that I have never built the same website twice and I have never used a template, ensuring every single business I work with stands out from the crowd and is authentically themselves.” That commitment to originality didn’t happen overnight, it’s rooted in a journey that began much closer to home.

Audra, a native of Garrett, Indiana, first discovered web design in an unexpected way. What started as a simple blog to document post-graduation travel quickly turned into something more. “During my senior year I built my first blog to document some traveling I did after graduation, which ended up being my first introduction to building websites.” she said. That early curiosity eventually led her to an entrepreneurial program in South Carolina, where her interest in branding and design took shape.

By 2021, while still in college, she officially launched Salt & Sand, an ambitious move for someone just 20 years old. But for Audra, entrepreneurship never felt out of reach. Growing up surrounded by business owners and leaders, she was immersed in that mindset from an early age. “To put it simply, I never really had a reason to doubt myself,” she said, crediting generations of entrepreneurs in her family who encouraged her to think bigger and supported her along the way.

Even with that strong foundation, the early version of Salt & Sand looked very different from what it is today. Initially, Audra tried to be everything for everyone, offering a wide range of design services without a clear niche. While that approach brought in work, it didn’t always reflect the level of creativity she knew she was capable of. Over time, she realized that trying to serve too many audiences made it difficult to create the storytelling-driven designs she cared most about.

That realization led to one of the most important shifts in her business, narrowing her focus to serve women-owned businesses and building brands that feel both strategic and expressive. Today, every project is intentionally crafted, blending editorial-style design with thoughtful layouts that highlight each client’s individuality.

Along the way, however, not every pivot came easily. One of the most challenging moments in her journey came when she followed advice that pushed her brand in a more corporate, conventional direction. While it initially seemed like a step toward growth, it ultimately left her feeling disconnected from her own work. “I slowly realized I had lost the very thing that made my work distinctive in the first place,” she said, explaining how her brand began to feel more focused on conversions than creativity. Stepping away from that path required both reflection and confidence. Audra ultimately chose to rebuild her brand in a way that felt authentic again, leaning back into the expressive, custom design style that originally defined her work. That decision reshaped not only her business, but also her perspective. As she puts it, “Just because you choose the prettier path rather than the quickest doesn’t mean you won’t reach your destination.”

Those seasons of rebuilding became some of the most defining moments in her career. They taught her to trust her instincts, even when outside advice suggested otherwise. “When you’re young in business, it’s very easy to assume that someone more experienced must automatically know the right path for you. What I eventually realized is that advice, even when it comes from very successful people, still has to align with who you are and what you are trying to build.” She explained, emphasizing the importance of protecting the creative vision behind her work.

Today, Salt & Sand reflects that clarity. With more than 50 businesses served nationwide and recognition as a Wix Studio Design Partner at “Legend Status,” Audra has built a portfolio that showcases not only her design expertise, but also the creativity and strength of the women she works with.

Her journey has also taken on new meaning in recent years with the addition of motherhood. Becoming a mom has shifted how she approaches both her time and her business, bringing a deeper level of intention to everything she does. It’s no longer just about building beautiful brands, it’s about creating a sustainable career that supports her life and her family. At the same time, she hopes her work encourages other women to pursue their own paths, believing it’s important to have “creative pursuits, skills, and sources of independence alongside motherhood.”

Through all of her experiences, Audra has gained a clear perspective on what sets successful brands apart, and where many new entrepreneurs go wrong. One of the most common mistakes she sees is rushing the process and skipping foundational steps in pursuit of quick results. As she explains, many entrepreneurs “see the destination without giving any thought to how they are going to get there,” often ending up with something that feels generic rather than intentional.

Looking ahead, Audra has no plans of slowing down. She’s exploring new ways to expand Salt & Sand, including launching custom website templates, offering educational resources, and continuing to share her journey through storytelling and community engagement. With new tools and technologies shaping the future of design, she’s especially excited to explore how innovation, like AI, can enhance the creative process.

Still, when asked what she’s most proud of, her answer is simple. “What I’m most proud of is simply staying with it,” she said, reflecting on the ups and downs of building a business from a young age. From uncertain seasons to complete rebuilds, the journey hasn’t always been easy, but it’s been worth it. Because at its core, entrepreneurship isn’t just about success, it’s about resilience. It’s about navigating both the highs and the lows, learning in real time, and continuing forward even when the path isn’t clear. As Audra puts it, “It’s an extremely emotional journey because the highs are just as real as the lows, and both are where the drive comes from to keep going.”  

To end our conversation we asked Audra if she’s had anyone in her life that’s influenced her entrepreneurial journey, she said, “Absolutely, and I have been blessed beyond measure with an entire family of well known entrepreneurs in the Fort Wayne area. Daryle Doden (grandfather, founder of Ambassador Enterprises), Eric Doden (uncle, politician and owner of PAGO), Brian Best (father, business counselor, personal motivator), Tami Best (mother, owner of Best Yet Design), Kara Bishop (aunt, owner of Gen-D LLC), Jared Doden (uncle, licensed lawyer), and even a couple of my in-laws - Paul Leverson (father-in-law, physical therapist), Brianna Schilling (sister-in-law, co-owner of Leinen & Liebe), and Aunnah Leverson (sister-in-law, owner of Leinen & Liebe). I mention them by name because it would be a disservice not to. These are the people I grew up watching, learning from, and turning to for guidance. Having access to their experience, advice, and encouragement has been an incredible gift as I’ve navigated my own path in entrepreneurship.”

As Salt & Sand continues to grow, Audra’s journey serves as a reminder that building something meaningful rarely follows a straight path. What started as a simple curiosity for web design has evolved into a business that not only reflects her creativity, but also empowers other women to step confidently into their own. Through every pivot, lesson, and season of growth, one thing has remained constant, her commitment to creating work that feels both intentional and authentic. And in doing so, she’s not just building brands, but helping shape the stories behind them.

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