experience first
Customers never move the way we expect them to act
That’s why we design experience, not deliverables
greater methods
One click can win over a hundred meetings.
We don’t chase impressive outcomes—we create decisive ones.
global-ready
Global isn’t about size—it’s about details.
Different markets, one brand experience.
experience first
Customers never move the way we expect them to act
That’s why we design experience, not deliverables
global-ready
One click can win over a hundred meetings
We don’t chase impressive outcomes—we create decisive ones
greater methods
Global isn’t about size—it’s about details
Different markets, one brand experience
we question more than
we question more than our clients do. that's how
our clients do. that’s how
better
experience
begin.
Hyundai Steel’s previous website faced challenges in effectively communicating product competitiveness and corporate activities in a rapidly evolving market. It also risked negatively impacting the company’s brand image. To address this, Hyundai Steel initiated a comprehensive redesign of its digital touchpoints in 2024.
With deep expertise in B2B industries and Hyundai Motor Group, Saltcake redefined Hyundai Steel’s digital direction and led the strategic transformation. Through close collaboration with the client, we successfully launched the new corporate website in February 2025.
This redesign allows Hyundai Steel to better communicate its core philosophy of “Beyond Steel” while enhancing its brand presence and digital experience.
Hyundai Steel’s previous website faced challenges in effectively communicating product competitiveness and corporate activities in a rapidly evolving market. It also risked negatively impacting the company’s brand image. To address this, Hyundai Steel initiated a comprehensive redesign of its digital touchpoints in 2024.
With deep expertise in B2B industries and Hyundai Motor Group, Saltcake redefined Hyundai Steel’s digital direction and led the strategic transformation. Through close collaboration with the client, we successfully launched the new corporate website in February 2025.
This redesign allows Hyundai Steel to better communicate its core philosophy of “Beyond Steel” while enhancing its brand presence and digital experience.
On January 3, 2024, Hyundai Steelpipe officially launched as a newly independent corporation, separated from Hyundai Steel. This transition aims to strengthen its expertise in the steel pipe industry and accelerate its expansion into global markets. The move serves as a strategic foundation for growth into emerging sectors such as the U.S. energy market and offshore wind infrastructure. Collaborating with Saltcake, Hyundai Steelpipe is preparing for a new era by embedding its vision and strengths into its digital platforms, paving the way for its next leap forward.
On January 3, 2024, Hyundai Steelpipe officially launched as a newly independent corporation, separated from Hyundai Steel. This transition aims to strengthen its expertise in the steel pipe industry and accelerate its expansion into global markets. The move serves as a strategic foundation for growth into emerging sectors such as the U.S. energy market and offshore wind infrastructure. Collaborating with Saltcake, Hyundai Steelpipe is preparing for a new era by embedding its vision and strengths into its digital platforms, paving the way for its next leap forward.
Hyundai Motor Group launched a Customer Channel Integration (CCI) research project for Hyundai Motor Europe as part of its global digital customer channel integration initiative. This project aimed to ensure a consistent experience across markets by leveraging insights from Korea’s digital customer channel operations. The key objectives were to integrate digital touchpoints across Hyundai, Kia, and Genesis brands, enabling customers to utilize web and app-based platforms more effectively while maintaining alignment with the global digital strategy and enhancing operational efficiency.
Hyundai Motor Group launched a Customer Channel Integration (CCI) research project for Hyundai Motor Europe as part of its global digital customer channel integration initiative. This project aimed to ensure a consistent experience across markets by leveraging insights from Korea’s digital customer channel operations. The key objectives were to integrate digital touchpoints across Hyundai, Kia, and Genesis brands, enabling customers to utilize web and app-based platforms more effectively while maintaining alignment with the global digital strategy and enhancing operational efficiency.
Advances in digital technology are transforming the car from a means of transportation to a platform for a variety of experiences. In-car payment services, which are proliferating in Europe, are meeting consumer expectations by making in-car payments such as parking, refueling, and ordering food easy, and are becoming an important element of brand loyalty and user experience. It’s the way forward for the mobility industry and is becoming a new benchmark in the digital age.
Advances in digital technology are transforming the car from a means of transportation to a platform for a variety of experiences. In-car payment services, which are proliferating in Europe, are meeting consumer expectations by making in-car payments such as parking, refueling, and ordering food easy, and are becoming an important element of brand loyalty and user experience. It’s the way forward for the mobility industry and is becoming a new benchmark in the digital age.
SK Gas aimed to establish a consistent and convenient employee experience standard through SK Gas’s work support portal UX/UI standards, enabling all members to easily familiarize themselves with their tasks and improve productivity.
To address issues such as the vast amount of information and complex structure of existing internal systems, repetitive functions across various tasks, system-centered screen layouts, text-heavy information delivery, and lack of user guides, there was a need for a company-wide design system framework.
The UX/UI standard guide prioritizes efficiency for internal employees and partner companies, focusing on management innovation and collaboration based on the purposes and usage methods of both B2B and B2C.
SK Gas aimed to establish a consistent and convenient employee experience standard through SK Gas’s work support portal UX/UI standards, enabling all members to easily familiarize themselves with their tasks and improve productivity.
To address issues such as the vast amount of information and complex structure of existing internal systems, repetitive functions across various tasks, system-centered screen layouts, text-heavy information delivery, and lack of user guides, there was a need for a company-wide design system framework.
The UX/UI standard guide prioritizes efficiency for internal employees and partner companies, focusing on management innovation and collaboration based on the purposes and usage methods of both B2B and B2C.
company overview
saltcake is an
where
and
come together to
serve
at the core,
driven to craft meaningful experiences through deep insight.
good without purpose.
with how their customers feel to craft solutions powered
create experiences that last from local partnerships to global projects.
learning, testing, and sharing
what
moves
people
moves people
The problem with AI adoption does not begin with the technology itself. It begins when companies fail to understand the emotional pace at which customers accept that technology and the journey context in which it appears. When AI steps in at a moment when customers need trust and assurance, it can stop feeling convenient and start breaking the flow of the relationship.
Saltcake is actively designing and operating AI Agent co-working environments within its workflow, strengthening the foundation of BX, CX and UX strategy through context-driven systems built around roles, decision criteria and priorities.
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