Thriving in Chaos: How Sarah Salvatoriello is Building a Culture to Be Proud of
This sixth edition of Thriving in Chaos: A Focus on Women in Small Business features a powerhouse branding genius from Jersey City who is changing the world more than she’ll ever admit.
We met a few years ago in a networking group. Since then, I have had the pleasure of working with her on a handful of projects, and the inspiration that flows from her is undeniable.
Let me introduce you to Sarah Salvatoriello, the Founder and Creative Mastermind behind Ampersand & Ampersand, a full-service creative collective based in the New York City area.
Sarah Salvatoriello, the Founder of Ampersand & Ampersand
Finding Her Footing In Creative Design
Sarah started her journey at the same place I did – at the University of Delaware. After graduating with a BFA in Graphic Design, Art History, and American Material Culture Studies, her journey took her to New York City.
There, she worked with big-name brands like Crunch Fitness, Life & Style Weekly, InTouch Weekly, The Knot, The Nest, and The Bump before landing at Condé Nast.
Starting as the Creative Director at W Magazine, she spent almost seven years at Condé Nast, working on recognizable brands like W, Bon Appétit, The New Yorker, and Vogue. Her resume is nothing less than impressive.
But as Sarah navigated through high-dollar budgets and big names, she felt like something was missing. After being in Corporate America for almost 19 years, she needed a change.
During this time, she often found herself asking, “Am I helping the people I want to be helping? Am I leaving the world a better place?” The answer: she wasn’t.
Exploring Life After Corporate America
After realizing that Corporate America wouldn’t give her the fulfillment she was looking for, she started looking into graduate school. While saving up for school, getting her ducks in a row, and thinking of side hustles to get her through, she and her partner were also trying to have a baby.
Unfortunately, it wasn’t coming easy, and the pressure to find fulfillment only grew. Between the emotions of their unsuccessful attempts and her unhappiness at her role in Corporate America, Sarah had some big decisions to make.
While navigating these struggles, Sarah decided to use her trauma to help other people and enrolled in school to be an art therapist. For Sarah, art would be the Trojan horse to get people to talk about heavy things.
An Unexpected Surprise
With a plan and a purpose, she quit her job at Condé Nast. She was consulting on the side while putting herself through art therapy school when, BAM! she got pregnant. It feels silly to say it was a surprise when it was something Sarah and her partner had wanted for so long, but after so much disappointment, it was very much a surprise.
As wanted and welcomed as the pregnancy was, it shifted a lot of the original plan and fast-tracked Sarah’s lifestyle changes. She had always thought about consulting as a “for now” instead of a “for always.” It was just supposed to get her through art therapy school. Now, it needed to accommodate the lifestyle she and her partner wanted for their family.
The Big Lightbulb Moment
It seems cliché to say that having a baby changes things, but as anyone who has become a parent can attest to, it truly does. Sarah came to the realization that, no matter what, she would always find a way to make ends meet. For her, finding a job wasn’t the problem. She had always been resourceful. The problem was finding something fulfilling.
After her daughter was born, it became even clearer: if her work was going to take her away from her newborn, it was going to be worthwhile. Whenever she accepts new clients or works on new projects, she asks herself, “If my daughter was in this position, would I be cheering for her to be doing this?”
The Birth of Ampersand & Ampersand
Sarah Salvatoriello, the Founder of Ampersand & Ampersand
Now, Sarah is happily running Ampersand & Ampersand, a creative branding collective based near New York City. In her words, it is “committed to helping entrepreneurs and small-to-medium businesses in a moment of pivot. Through a collaborative process and a ‘yes and…’ mentality, we help you find your focus and move toward your goals. We blend a bit of Gestalt theory, Design Thinking, industry learnings, and a sprinkle of Bob Ross with good ol’ fashioned voice & visuals.”
We ended on this note: Some projects you take for the money. Some you take for the opportunity. Some you take for the people.
The real measure of success and fulfillment is being in the position to take on more projects for the people than for any other reason.
A Q&A with Sarah Salvatoriello
Q: What is your favorite part about owning a small business?
Owning the wins and the losses is a thrill like nothing else. It’s so exhilarating.
Q: How did you know it was time to step into your new role and going back to corporate was not an option?
One day, I turned to my left and I turned to my right and I saw no one else that looked like me. There aren’t a lot of other women in senior-level creative director in-house roles. I knew my days were numbered and if I wanted to be ahead of the game, I needed to figure out what was going to be next.
Q: What sets your business apart from other branding and design firms in your area?
We focus on aligning vision, voice, and visuals. We understand the need for all three. We don’t break it up. It’s all one big package.
Q: If another woman came to you about starting a business in your industry, what would you tell them?
This one is easy: Save up a bunch of money!
Q: If you could go back in time to 2004, what would you tell yourself about your life now?
It’s gonna look nothing like what you think it will. And it’s cute that you think you have an idea.
Q: Why did you want to be featured on this blog?
I just wanna connect with you again. Also, because I love you and I rarely promote myself — but you emboldened me to!
My Take on Sarah’s Story
I’ve been a Sarah fan since the moment we met. The foundation of her energy is to simply uplift and support others. When I think of the true spirit of collaboration, I think of Sarah. It’s so clear that she just wants to use her branding genius to help mold a culture where everyone is seen, heard, and accepted.
Talking with her is always a joy – whether we’re talking about a specific project, brainstorming on a branding issue, or just shooting the shit about a TikTok we saw recently. I always roll my eyes when people say someone “lit up a room” (because can we be for real? How many people actually do that?) but Sarah truly does. Whether it’s giving you the next great business idea, helping you get super clear on your branding, or finding that balance between being an entrepreneur and a mom, she always has some great advice and an even better meme up her sleeve.
To wrap this up, I leave you with this paragraph she wrote on the application for this feature: “I say that I like to seek out the overlooked, creatively connect the objective to the subjective, and advocate for “real good” over “feel good.” My blend of cheerful nihilism and compassionate-capitalist business empowerment swings against toxic positivity without sacrificing effectiveness. I have many labels — Creative Director, Brand Strategist, Armchair Psychologist, Mom, ADHD — and each one supports my holistic approach to creative work which is rooted in finding the counterbalance. When I look around, I see a TON of marketers and a TON of designers, yet rarely are they both (and rarely they're women over 40), so I'm on this entrepreneurial path to see if I can find them. If you see any kindred spirits, tell them I'm looking for them!”
If you’re interested in learning more about Sarah or working with Ampersand & Ampersand, check them out on the web. You can also brighten up your social feeds by connecting with Sarah on LinkedIn and Instagram.
