Helwalk is a new Helsinki-based startup offering free walking tours with a "pay-what-you-want" model. A key part of their strategy is the "Hel Collective," a network of local businesses providing discounts to tour participants. As a member of their team, I was involved from concept to launch, shaping a brand that is playful and speaks to their wide audience. My responsibilities included designing promotional assets such as printed flyers. I worked with the founder and social media manager to finalise the logo which features a unique flag, combining the Finnish and Orkney flags to create a Nordic-inspired visual referring to the founders background. It functions as the tour's recognisable meeting point marker. Additionally, a custom cat illustration was created to visually identify Hel Collective partner locations offering discounts.

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