Marketing & Brand Design

The Walk Club

Building a Minimalist Brand Identity for a Music Movement

Freelance Project | 2025 | Brand Design • Social Media Marketing

Project Overview

8

Weeks

15+

Digital Assets

Weekly

Fresh Content

100%

Collaboration

The Challenge

DJ ChrisCharma needed consistent, high-quality marketing content for his music project, The Walk Club—a music movement centered around community, connection, and curated playlists for walking experiences.

The goal wasn't to build a brand from scratch, but to create fresh, engaging content each week that would keep followers invested and excited. We needed a sleek, modern design system inspired by lifestyle brands like Nike and Lululemon—clean, bold, and instantly recognizable—while allowing for creative variation week to week.

My Role

  • Marketing Designer: Created weekly social media content and promotional materials
  • Brand Designer: Developed a cohesive visual system through iterative design
  • Creative Collaborator: Worked directly with ChrisCharma to deliver fresh content that kept the community engaged

Design Goals

  • Weekly Engagement: Create fresh, compelling content each week to keep followers invested
  • Minimalist & Bold: Develop a clean, impactful visual style with strong typography
  • Consistent Yet Fresh: Maintain brand cohesion while introducing new designs weekly
  • Community-Focused: Reflect the movement's emphasis on connection and inclusivity
01.
Process

Iterative Design & Collaboration

Phase 1: Brand Discovery & Direction

Over 8 weeks, I collaborated closely with ChrisCharma to understand The Walk Club's vision and aesthetic direction. We identified key visual principles that would guide the weekly content:

Visual Principles
  • Clean & Minimalist
  • Bold Typography
  • Community-Driven Imagery
  • Movement-Focused
  • Music as Culture
Design Inspiration
  • Nike's bold simplicity
  • Lululemon's lifestyle branding
  • Vinyl record aesthetics
  • Urban street culture

Phase 2: Playlist Branding System

The core of The Walk Club's content was monthly playlists. I developed a vinyl record-inspired design system with color variations to keep content fresh:

Playlist 001 Cream Design

Cream variant with bold typography and clean layout

Playlist 001 Yellow Design

Yellow variant for visual variety while maintaining consistency

Phase 3: Tracklist Variations

To deepen engagement, I created detailed tracklist designs that showcased individual songs. Through iteration each week, we refined multiple design concepts:

Tracklist Design Version 1

Version 1: Text-focused with strong hierarchy

Tracklist Design Version 2

Version 2: Image-driven with lifestyle photography

Phase 4: Extended Playlist Series

Each week brought new content opportunities. I expanded the design system to accommodate new playlists with themed content:

Playlist 002 Design

Playlist 002: "The After Walk"

Playlist 002 Tracklist 1

Tracklist variation with shoes imagery

Playlist 002 Tracklist 2

Alternative tracklist layout

Phase 5: Brand Messaging & Community Content

Beyond playlists, I developed weekly content that communicated the movement's philosophy and kept followers engaged:

Community Movement Design

"We walk together. We grow together. That's the movement."

Philosophy Quote Design

"It's not about how far you go. It's about how you feel when you get there."

Design Principles Applied
  • Consistency with Variation: Every design used the same typography system and color palette, but introduced new layouts and imagery weekly
  • Fresh Content: Created diverse post types to keep followers engaged and excited about new content
  • Scalability: Designed for Instagram, with versions optimized for stories, posts, and carousel content
  • Community Focus: Incorporated lifestyle imagery that reflected the diverse, inclusive nature of the movement
02.
Deliverables

Weekly Content Strategy

Over 8 weeks, I delivered consistent, high-quality marketing assets that kept the community engaged and invested in The Walk Club:

Playlist Announcements

Monthly playlist drops with vinyl-inspired cover art in multiple color variations to maintain visual interest

Tracklist Graphics

Detailed song breakdowns showcasing artists and track names with lifestyle photography for deeper engagement

Brand Messaging

Inspirational quote cards and community-focused content that reinforced the movement's values each week

Digital Assets Created

Visual Assets (15+)
  • Vinyl record-inspired playlist covers (2 color variations)
  • Tracklist graphics (multiple layout options)
  • Quote cards with bold typography
  • Community imagery with branded overlays
  • Instagram story templates
Design System
  • Typography system (bold, italicized headers)
  • Color palette (cream, yellow, black)
  • Layout templates for various post types
  • Photography style guidelines
  • Social media content formats

Collaborative Workflow

Working directly with ChrisCharma, we established a weekly rhythm for delivering fresh content:

  1. Content Planning: ChrisCharma provided playlist themes and messaging direction
  2. Design Exploration: I created 2-3 design variations for each week's content
  3. Quick Feedback: Fast iteration cycles via Figma to meet weekly posting schedule
  4. Asset Delivery: Export optimized files for Instagram posts and stories
  5. Strategic Posting: Coordinated timing to maximize follower engagement
03.
Results

Project Impact & Outcomes

Consistent Engagement

Delivered fresh, high-quality content every week for 8 weeks that kept followers invested in The Walk Club

Visual Cohesion

Established a recognizable design aesthetic while allowing for weekly variation and creative freshness

Efficient Workflow

Created a sustainable design system that enabled quick turnaround on weekly content without sacrificing quality

Client Partnership

Built a strong collaborative relationship through responsive iteration and attention to ChrisCharma's vision

Key Learnings

Consistency Drives Recognition: Establishing a cohesive visual system early allowed for creative variation each week while maintaining brand recognition across all content.

Fresh Content Keeps Followers Invested: By introducing new designs, layouts, and messaging each week, we kept the community engaged and excited about what was coming next.

Collaboration is Key: Working closely with ChrisCharma—understanding his musical vision and community goals—enabled me to create authentic content that resonated with The Walk Club's audience.

Skills Applied

Social Media Marketing Brand Identity Design Typography Layout Design
Client Collaboration Iterative Design Figma Content Strategy

Project Reflection

Working with ChrisCharma on The Walk Club over 8 weeks was an exciting exercise in creating fresh, engaging content while maintaining visual cohesion. This project showcased my ability to deliver consistent, high-quality marketing materials on a weekly basis through collaborative design and quick iteration.

By establishing a minimalist, bold design system inspired by lifestyle brands like Nike and Lululemon, I created a visual foundation that allowed for weekly variation while keeping followers invested in the movement.

The success of this project demonstrates my strengths in social media marketing, brand design, client collaboration, and strategic content creation that drives ongoing engagement.

Interested in Working Together?

I'd love to help bring your brand vision to life through strategic design and marketing.

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