Ten years after its last rebranding, marketing communications group Walk is changing its visual identity.
The walking man disappears from the Walk logo, the colour becomes more intense, and the minimalist mark is supported by a rich system of graphics and animations.
"The changes introduced symbolise courage, modernity, clarity and simple yet creative solutions, which most often turn out to be the absolute best. These are exactly the qualities that characterise our everyday work and the proposals we offer to both new and long-standing Clients" – says Paweł Miklaszewski, Partner at Walk.
New identity – what is changing?
The Group's new identity system was designed by Australian designer David Racchi from the studio Walk with David, the author of Walk's previous identity and of dozens of projects awarded at festivals in Poland and around the world.
"I wanted the new logo not to be just a gentle facelift, but to introduce a radical change. Since the last rebranding, so much has changed in the world of communication and in both graphic and social trends. I was looking for a simple, strong and timeless symbol, as well as an interesting system to support communication for the companies in the Walk group – that is why a rich set of graphics and animations was created, making it possible to produce attractive graphic solutions in any medium, particularly in the digital world" – says David Racchi.
Structure of the Walk group
The independent, more than one-hundred-strong Walk communications group has been operating on the market for 16 years. It comprises 3 companies:
Walk Creative
Walk Creative – advertising and digital agency
The advertising and digital agency was formed from the merger of the earlier companies Walk Digital and Walk Creative. It provides all kinds of advertising services in the areas of ATL and BTL, digital, social media and influencer marketing.
Walk PR
A company conducting public relations activities in the area of corporate and product communication.
Walk Events
An event agency handling the planning and delivery of commercial and corporate events in both the offline and online worlds.
Terms from the article
Rebranding Walk: a new identity for the communications group
ATL — Above The Line / mass communication. Advertising activities carried out in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and brand awareness building.
Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen then wins more easily online.
When it is used: When building awareness of a new brand, launching mass products and running image campaigns.
What skipping it risks: Without mass communication, a brand grows only among those already interested — new audience groups remain out of reach.
BTL — Below The Line / direct and activation communication. Marketing activities directed more precisely at the recipient, e.g. promotions, events, sampling, POS materials, emailing, activations and loyalty programmes. The boundaries between ATL and BTL are fluid today.
Why it matters: It lands precisely where the decision is made: an in-store promotion, an event, a mailing to your own database. The effect shows faster and is easier to measure than with a mass campaign.
When it is used: For sales promotions, sampling, events, loyalty programmes and communication with your own databases.
What skipping it risks: Mass reach alone does not close the sale — without activation at the shelf and direct contact, some of those interested never buy.
Summary
After 10 years, the Walk marketing communications group has carried out a rebranding, changing its logo, colour and visual identity system. The new mark was designed by David Racchi from the studio Walk with David, and the group's companies include Walk Creative, Walk PR and Walk Events. The group has been operating on the market for 16 years and employs more than 100 people.
The article also explains the differences between ATL and BTL activities, which — although increasingly fluid — still form the foundation of marketing campaign planning, from mass awareness to precise sales activation.
