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SEO website promotion WALKER

Client

WALKER is a multi-brand store of shoes and accessories from more than 20 world brands. Among them are Tommy Hilfiger, Diesel, Gant, Pepe Jeans, Lacoste, Calvin Klein, DKNY and G-Star RAW.

Inspired by the American capital city – WALKER branding and design

SEO promotion WALKER

Uniqueness

For WALKER, we created the brand concept from scratch. We developed a logo, corporate identity, printed image products, seasonal advertising campaigns and the design of the retail space. In each of the manifestations of the brand, we sought to reflect its individuality – the fact that WALKER has United more than 20 world brands of shoes and accessories under its leadership. WALKER formed a unique mix of styles, combining discrete smart-casual from Tommy Hilfiger and Gant, playful femininity from Fornarina, creative urbanism from G-Star RAW and Diesel, exquisite elegance from Calvin Klein and DKNY, sporty chic from Lacoste and provocative sexuality from Guess.

WALKER has become a great melting pot for original brands, as the United States once was for immigrants of different nationalities and cultures. For this reason, the American capital city has become the main inspiration for us in the work on the project. We chose New York as a universal source of references also because the perfect WALKER customer is a resident of the metropolis. In stores, such customers can always find the right shoes, bag, purse, scarf or gloves. Here a customer is given a large selection of high-quality products from world-famous brands with a special history, corporate identity, and unique style.

Branding and brand book development

The brand and all its manifestations should embody the key values that the company carries to its customers:

  • freedom and diversity of choice;
  • ambitions and unlimited scope for their implementation;
  • compliance with global fashion trends and unsurpassed service.

To acquire these goals correctly we used a well-designed brand book. It is a document that combines all the basic information about the brand – from its philosophy to positioning and selected visualization. It also includes a set of recommendations for building communication with the audience. The composition of the brand book differs depending on the specifics of the company for which it is developed. However, an essential element, which puts a beginning to a brand is the logo.

Website Promotion Strategies WALKER
SEO project promotion case WALKER

Creating a WALKER logo

At the start of the work, the client already had a ready-made brand name. Therefore, the formation of branding began with the creation of a logo. This was preceded by the development of the brand philosophy and its positioning.

The logo is a graphical presentation of the essence of the company, its key values. It should be easily recognized and remembered by the target audience. Professionally executed design of the visual identity of the brand allows:

  • attract and retain the attention of potential customers;
  • increase their confidence in the company;
  • stimulate sales;
  • strengthen advertising and image messages on behalf of the company;
  • to emphasize the brand's message.

Correct visualization of key communication tools of the brand is extremely important because we get 80% of the information about the world through our vision. If the design of the logo, corporate identity, or printed image products is made effectively, the target audience perceives this as evidence of the professionalism of the company, the positive state of its financial resources and the firm's stable position in the market. The poorly executed design causes the opposite effect.

Our solutions

  • 01

    We created a logo for WALKER in a minimalist style. The graphical interpretation of the brand name was drawn manually using several types of fonts. In the final version of the logo, we used a straight font without serifs. Democracy, freedom and even a certain audacity were showed through the spelling of the name with a lowercase letter. "High", straight, aspiring up letters look contrast and resemble New York skyscrapers.

  • 02

    In the process, we have created several variants of the logo. In several of them, the inscription of the name was supplemented with details: placed above the logo of the first letter of the name, crown, the figure of a man sitting on the "high" letters, as on the roof of a skyscraper.

  • 03

    Following the latest trends of responsiveness and maximal simplification, we have chosen the most concise version of the logo. In this format, it is easier to remember, easy to display on a screen of even the smallest gadget and to put it on any surface. In order to achieve this goal, we have abandoned additional elements, serifs, and hard-to-perceive details.

  • 04

    The logo is made in black on a light background. This contrast solution gave rise to the formation of the entire corporate identity of the company. For the main visuals, we also chose a black and white version.

Creating a WALKER corporate identity

Creating a logo is the first step to the development of corporate style or company’s identity. We have developed the graphics techniques and color solutions used in the logo in the design of the website, retail space, and printed image products.

In general, it is desirable that each communicative appeal delivered by the company was issued in accordance with a single corporate style. Otherwise, the integrity of the brand perception is violated and the effectiveness of the impact on the target audience is significantly reduced.

Identity is a key element that allows the company to stand out from the competition and be recognizable. Corporate identity should show the individual characteristics of the brand. To transfer the rhythm, lightness, and unique flow of a big city in the elements of the corporate style along with the key values upon which the philosophy of the company is built became our task.

The interior of the store

The design of the store should be carried out in accordance with the developed identity and corporate style. Properly decorated showroom stimulates:

  • growth in the number of regular customers;
  • to improve the confidence in the brand;
  • strengthening customer loyalty;
  • increase the time customers stay in the store;
  • sales growth;
  • strengthen the image of the brand.
Strategies to promote the site WALKER Design

Planning of the interior of the store and its design includes work on the zoning of space, interior design, layout of furniture and commercial equipment, color design of the store and lighting. Works are carried out on the basis of the architectural plan of the room. Technical and storage rooms must be "hidden" from visitors. Otherwise, they will distract customers from the choice of goods.

In order to present the range of products in a favorable light, we took into account the height of the showcases and racks, their location, the width of the aisles and the direction of movement of visitors. As a design tool and a method of zoning space, we used color scheming. With its help, we have distinguished different functional purpose elements of the store such as fitting room, cash area, Department of goods with discounts, new product range. Additional emphasis on individual components of the interior helped to make the lighting.

Design concept

The unique interior design concept of the store, which we have developed, reflects the atmosphere of the big city. The stores of the chain focus on branded shoes, accessories and WALKER customers themselves. The interior design of the trading hall, as well as the main visuals of the brand, is made in black and white shades.

Our effective graphic solutions allow us to reveal the character of the brand without additional text support – dynamic, ambitious and bright as New York itself.

SEO case for promoting the project WALKER Graphics Development

Graphics development

While working on the project, we were responsible for creating graphics of printed image products: business cards, packages, tags, flyers, recommendations for the care after clothes. We also carried out the development of seasonal advertising campaigns, placed on billboards and city lights.

Packaging design in the corporate style increases brand awareness and sales, without additional advertising costs. We have placed views of New York City used in the interior of the store on WALKER branded packages. The aim of our team was to make the packaging design not only attractive but also functional. To do this, on the sides of the package, we placed the logo of the brands whose products are presented in WALKER stores and a list of the stores themselves.

When creating the design of the website we followed the rules of a brand book. We carried out the development within the concept of corporate identity, using its key elements – the style of the main visuals and corporate fonts.

Result

More than seven years of experience with retail stores allow us to quickly and effectively implement relevant customer marketing and advertising tasks, such as:

  • 01

    Development of design.

  • 02

    Creation of design concepts for window displays.

  • 03

    Development of advertising campaigns.

  • 04

    System support of the project, including organizational and logistic aspects.

Experience in this field has provided our creative team with the speed of response and accuracy of solutions. System audit, with which we always start the work on the project, allows us to dive deeply into the specifics of the company, and to create unique solutions that bring the client's business to a new level. We managed to do it in the case of cooperation with WALKER. During the work, the number of stores has grown significantly, and the brand has won a leading position in its segment.

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