Walter Productions is an innovative and diverse production powerhouse, encompassing various subsidiaries, including a brewery, recording studio, warehouse venue, and a non-profit organization dedicated to community art outreach. With such a broad range of creative endeavors under one umbrella, Walter faced the challenge of clearly defining and effectively communicating the relationships between its brands. The complexity of these multiple identities resulted in fragmented messaging and reduced overall brand clarity.
Walter Productions partnered with Agital to streamline and enhance their brand architecture, ultimately unifying the message while preserving each subsidiary’s unique identity.
Through extensive internal research, surveys, and persona development, Agital identified the key pain point. The lack of cohesive branding made it difficult for audiences, who ranged from eventgoers and art lovers to artists themselves and their supporters, to fully understand Walter Productions’ comprehensive capabilities and unique community vision.
The fragmented approach had real implications, affecting brand awareness, bookings, audience engagement, and the overall market position of each sub-brand within Walter Productions.
Agital adopted a “branded house” approach to clarify Walter Productions’ architecture, integrating its diverse entities which included Walter Hive, Walter Station, Walter Studio, and Walter Where?House.
Central to this approach was the creation of a compelling, singular logo mark inspired by the dynamic and performative essence of Walter. Drawing visual inspiration from early 20th century carnival posters and echoing the Walter name itself, the logo embodied the energetic disruption and professionalism of the brand.
Additionally, Agital developed a vibrant and meaningful color palette derived from iconic Walter spaces, with the primary “Walter Red” evoking the energetic pyrotechnics the Walter experience is known for. Maintaining each subsidiaries’ unique personality while establishing a cohesive overall brand was a welcome challenge, resulting in differentiation through written messaging as well as nuanced, yet unified, visual standards.
To launch the refreshed Walter brand, Agital produced an immersive campaign titled “The Walter Wave,” a nod to the way art, much like music and lights, hits people in waves. A dynamic brand reveal video captured Walter’s creative essence and excitement, while an event at Walter Studio introduced the new branding firsthand to attendees through merchandise, step-and repeat banners, menus, projections, and promotional materials, all featuring the new visual brand identity.
The strategic rebranding was enthusiastically received by Walter Productions’ and its audiences. Agital’s work provided:
The new Walter identity is bold yet approachable, innovative, yet professional, perfectly capturing the diverse and interconnected nature of their creative community.
Whatever marketing challenges you’re facing, Agital makes a profound impact that reverberates across your business.
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