Walking the Talk is a world leader in enhancing performance results by aligning culture with strategy. Their proven methodology creates powerful corporate culture transformations that leave organizations with lasting culture, leadership and culture management capability. Walking the Talk needed a complete rebrand, starting with brand identity, brand guidelines and a new logo. Of course, they also need a transformation of their digital image, an update of their official website plus a coherent visual identity for LinkedIn. I collaborated with Principia Consultants in order to find the best marketing position for Walking The Talk: together we built the creative strategy and create a friendly-but-expert visual language that reflects the personality of this company.

CULTURE AS A SUPERPOWER

Walking the Talk is an agency that deals with corporate culture, a theme that is often treated in an excessively soft and fluffy way. On the contrary, we decided to address the Walking the Talk target, C-suit, Partners and Managers, with more energetic language. We develop a strong, disruptive image by imagining culture as a superpower. The versatility of the concept of superpower allowed us to create a series of integrated communication materials and make bold and original art direction choices.

LOGO RE-DESIGN

The brand icon is not just a stylized footprint that reflects the name, but it has a double meaning: the first toe to the foot alongside the sole is a human figure, a key element of the Walking the Talk culture, centred on human beings and their uniqueness. The word marque featured a customized lowercase font; the choice of two weights has been essential to emphasize their name. We chose to colour each of the toes with a different shade, to create a bold and vibrant colour palette. The consistent use of these six colours defines and reinforces The WTT's distinctive character and has been used on all communications and promotional materials.

 

WEBSITE, SOCIAL MEDIA AND ART DIRECTION

I decided to use two main types of images to communicate the purpose and soul of Walking the Talk. On the one hand, it is fundamental to emphasize the human touch and presence, so the new art direction includes people photography that communicates positive feelings, diversity, and engagement. Alongside the new bold statement, I decided to use energetic abstract images that would reflect the new brand strategy. Also, abstract images are used to emphasise emotions: we want to communicate dynamism, creativeness, and optimism. The photographic style has been crafted with the application of a filter, using the brand colour palette. The photography filter is used on every material since it gives a premium and crisp effect, and it helps create consistency across all Walking the Talk images from different sources. These filters also help with the readability of overlaid text. To get a bold and unique corporate identity I isolated a pattern from the macro of the brand icon. The cut is made by a close-up of the last two dots before the smallest, an element present in both online and offline assets. For example, the new brand identity elements are used in the new skin on the Walking the Talk website: this way the identity consistency is ensured, but especially the new message and brand positions are clearly stated. On social media is important to maintain the boldness and uniqueness of the brand message, through the visuals and statement, focusing not just on the cover image, but as well with the layout of the post. In this way, every time the company will post something will raise the awareness of the brand.

 

BUSINESS CARDS AND CORPORATE MATERIALS

There was an immediate requirement to create a suite of branded applications, including templates and concepts of reports, powerpoints, whitepapers, and case studies. I used the pattern created by the macro design elements of the foot to create a series of vibrant and bold corporate materials, including, of course, business cards. I decided to use a glossy UV finish on the front of cards, to make the colours even more brilliant and smooth.  

RESULTS 

Today, more than ever, it is important to give culture the right value, a process that, on the communication side, starts with a coherent and impactful integrated image. Standing tall is the necessary attitude: if not, the culture won’t be on the agenda to become an important corporate value. Thanks to this last complete rebranding Walking the Talk has now the right tools to conquer its target market and start changing the world of work, for the benefit of all of us.