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.
The brand and all its manifestations should embody the key values that the company carries to its customers:
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.
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:
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 design of the store should be carried out in accordance with the developed identity and corporate style. Properly decorated showroom stimulates:
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.
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.
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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