Version 1.1 · 23 October 2026
Step into the story.
An unhurried stroll. Walking for the pleasure of it, rather than to get somewhere.
CUE 00:04 · NAME
A slow walk, for its own sake
Sanpo is Japanese for an unhurried stroll: walking for the pleasure of it rather than to get somewhere. The name carries the zen feel of the brand and puts the walk at its centre.
The walk is not the interval between two places. It is the thing itself.
NOTE · sanpo · /sampo/ · noun · a stroll. From 散 to scatter and 歩 to walk.
CUE 01:02 · THE NAME, SET
No logo exists yet. Until the wordmark is drawn, the lock-up is set in type: name, full stop, slogan. Never a symbol, never an icon.
CUE 01:38 · MISSION
A walk for the story, through the story.
We create walks in which the story comes first. The route exists to tell the story, and you experience the story by walking the route.
STORY · not a theme applied to a route, but the reason the route exists.
ROUTE · the path the story walks.
WALKER · you, on the street.
CUE 02:16 · VISION
Experiencing authentic stories in a new way.
Stories don’t belong only in books, museums or on signs. We want people to experience them where they happened, at their own pace, with their phone as their guide.
CUE 02:48 · PROMISE
Authentic and unique stories.
Every walk tells a real story you won’t hear told this way anywhere else.
CUE 03:22 · GOLDEN CIRCLE
The product follows the drive
We start from the why. The product (the podwalks) follows from that drive; it is not the starting point.
WHY. Offering unique and authentic experiences to a digital native generation.
HOW. Stories written for one place, walked at your own pace, with the technology staying out of the way.derived
WHAT. GPS-based podwalks: audio that starts where the story happens. Free, open and available.derived
CUE 04:04 · AUDIENCE
Four segments, still hypotheses
The “digital native generation” from our why breaks down into four segments. Working hypotheses from the whiteboard session, not validated research.
Shared. Highly educated, roughly 20 to 50 years old, looking for quality and originality rather than mainstream tourist content.
CUE 04:50 · FOUR SEGMENTS
Has moved to a new city and wants to understand where they now live, beyond the practical.
The youngest segment, open to fiction as well as non-fiction.
GEO stands for generative engine optimisation: being found through AI search and assistants, alongside classic SEO.
CUE 05:36 · DIFFERENTIATORS
Three things set us apart
From audio tours, tourist apps and traditional city walks.
CUE 06:22 · PRODUCT
You walk, the app follows
At the heart of the brand is an app with podwalks: walking routes with audio stories that start automatically based on your GPS location.
Every stop can also be played by hand, for the times the fix is late or the phone is asleep.
CUE 07:08 · VALUES
Three words guide every choice
From story to interface.
We tell stories in a surprising, distinctive way.
What we tell is real and accurate.
The experience offers calm and space.
CUE 07:54 · LOOK & FEEL
Calm, spacious, inviting you to slow down
The first visual direction, to be developed. Five readings of it follow in this deck.
CUE 08:30 · TONE OF VOICE
Like a guide walking beside you
Calm and narrative. Personal: we address the listener directly as “you”. Honest and free of exaggeration.
Discover Barcelona’s best-kept secrets!
You’re standing where the market opened at five in the morning.
The second sentence gives you the place. The first one sells it.
Audio tour available now — book today!
Press play when you’re ready. The street will wait.
No urgency. The walk sets the pace, not the app.
300+ attractions, 5 languages, 4.8 stars
Five stops, one kilometre, no hurry.
Numbers that describe the walk, not numbers that impress.
CUE 09:16 · APP HOME
SIDE B · PLAYER DOCK · NOU BARRIS WALKING TOUR
CUE 09:56 · APP TOUR + PLAYER
SIDE B · TWO PHONES · TOUR THEN PLAYER
CUE 10:42 · WEBSITE
Desktop · cropped
Hero: “Step into the story”. Curated audio walks that begin where the story happened. No account, no paywall, no hurry.
CUE 11:14 · DESIGN SYSTEM
Define the colour palette, typography and imagery
Every mockup in this deck is a layout study. No logo has been designed yet; the wordmark is set in type throughout.
CUE 11:40 · OPEN QUESTIONS
What this deck does not answer
Open questions from the brand book, plus what these directions make askable.
CUE 12:14 · COLOPHON
Sources
Every mockup in this deck is a layout study. No logo has been designed yet; the wordmark is set in type throughout.
END OF TAPE 01 · SIDE B