As an innovator in an over-serviced business coaching market, Twalk's point of difference is that they coach their clients in the great outdoors rather than in the confines of a corporate office. Tasked with creating their brand identity, I needed to reflect the trailblazing spirit of the company and the unique coaching style they introduced.
I developed Twalk through the archetypal process to be an explorer and an outlaw in their industry by honing in on their focus of coaching clients in the great outdoors. The use of a bold red and motivated typeface differentiates the brand from the corporate blues and greys of the industry. The name of the brand was essential in conveying its potential. Originally named 'Leaders Walk The Talk", we repositioned their identity to be used as catchy vernacular – “Come Twalk to us!”, “Let’s go on a Twalk!” – Developing the notion of Twalking is as part of the brand as is its aesthetic. As well as developing and launching the brand, I worked on producing its promotional collateral and helped to develop the website. Twalk is a brand that can instigate real change in the market.