WALK London
A refined brand identity for an established London footwear business, designed to bring the perceived value of the brand in line with the quality of the product.
SERVICES
When the shoes say premium, the brand needs to say it too.
WALK London is an established family-run footwear brand, now led by the next generation of the family. With Italian heritage behind the business and roots firmly in London, the brand had a valuable story and established product — but its visual identity wasn't communicating the same level of quality. In the client's words, the existing logo felt more suited to an IT company than a premium footwear brand. The opportunity wasn't to change WALK for the sake of it. It was to close the gap between how good the product was and how valuable the brand felt.
Sophisticated Elegance: balancing British and Italian heritage with a contemporary point of view.
Rather than discard everything WALK had already built, our brand identity design retained the recognisable character of the existing “A” while creating a more sophisticated visual world around it. We drew on the brand's British and Italian heritage, traditional craftsmanship and contemporary London positioning to find a balance between heritage and innovation. The resulting direction, ‘Sophisticated Elegance’, gave WALK a more timeless foundation without making an accessible premium brand feel overly traditional or exclusive.
The identity was designed to work on the product, not just around it.
FROM THE DESK OF JAMES DI MAMBRO
“Fantastic experience. Communication and effort from the team was exceptional. Would highly recommend.”
CO-FOUNDER // WALK LONDON
The refreshed logo was supported by a complete visual identity system spanning typography, colour and practical brand guidelines.
Traditional serif influences reference craftsmanship, softened with more contemporary details, while an earthy palette of charcoal, stone, taupe, olive, cocoa and cognac draws from leather, materials and subtle 1970s nostalgia.
Crucially, we considered how the identity needed to behave in the real world. Different logo configurations were created for masterbrand, small-use and product applications, with the identity designed to work across ecommerce, marketing and directly on the footwear itself — including applications such as debossing into leather.
Creating consistency from product to customer communications.
Creating consistency from product to customer communications.
The new brand guidelines gave WALK's internal team a practical system for applying the identity consistently rather than relying on individual design decisions each time something was created. Following handover, WALK rolled the identity out across its website, communications and footwear.
The result is a more cohesive brand experience that better reflects its accessible-premium position, strengthens perceived value and gives the team clearer foundations to build from as the business continues to grow.
The brand’s application of the identity to their website
A flexible identity system designed for even the smallest product touchpoints.
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