SANPO · BRAND BOOK · 07
Name
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 name, set
Mission
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.
Vision
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.
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.
Promise
Every walk tells a real story you won’t hear told this way anywhere else.
Golden circle
We start from the why. The product (the podwalks) follows from that drive; it is not the starting point.
Offering unique and authentic experiences to a digital native generation.
Stories written for one place, walked at your own pace, with the technology staying out of the way.
GPS-based podwalks: audio that starts where the story happens. Free, open and available.
Audience
The “digital native generation” from our why breaks down into four segments. These are working hypotheses from the whiteboard session, not validated research: each one still needs to be tested and sized.
Four segments
Differentiators
From audio tours, tourist apps and traditional city walks.
Anyone can walk any route, with no paywall or account. Those who want to can support us with a voluntary contribution (“Buy me a coffee”).
A good digital experience is not an afterthought: the app runs smoothly, feels intuitive and stays out of the way while you walk.
The stories are crafted with care, told in an original way and true to the facts.
Product
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.
Values
From story to interface.
Look & feel
The first visual direction, to be developed. Five readings of it follow in this deck.
Tone of voice
Calm and narrative. Personal: we address the listener directly as “you”. Honest and free of exaggeration; the story can speak for itself.
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.
App home
Nou Barris Walking Tour · 1.8 km · 5 stops · offline ready.
App tour + player
Tour · 1.8 km · 5 stops · Player · La Font de Mimir, stop 3 of 5.
Website
Browser · 1180 × 740 · cropped from the top.
Design system
Open questions
Colophon