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 core member of their design team, I was involved from concept to launch, shaping a brand that is both clear for standard tours and adaptable for future "Dark History" themes. My responsibilities included designing their distinctive logo and engaging social media content. The logo features a unique flag, combining the Finnish and Orkney flags to create a Nordic-inspired visual that also serves as the tour's recognizable meeting point marker. Additionally, a custom cat illustration was created to visually identify Hel Collective partner locations offering discounts. This project showcases my ability to develop comprehensive visual identities for startups, integrating practical design solutions that support unique business models.
