Walmart rebrand
In 2019, Walmart wanted to extend its audience reach beyond its physical stores, compete with Target in more categories, and boost paltry digital sales in the process. My agency team and I took what was essentially a weekly print circular (below) and elevated it to a quarterly lifestyle catalog (above), with an editorial approach and a strong point of view. This rebrand targeted millennial and Gen Z audiences, who prefer online shopping to an in-store experience. The print edition relied on scannable QR codes for smartphones and tablets, which seamlessly bridged the user experience, regardless of device. Shoppers could quickly scan the code, find the exact product they wanted, and check out within seconds on the app, with very little friction.
My role: Creative Director, Copy & Content
My contributions: Competitor research, content strategy, concepting, journey mapping, and all writing
The results: Digital sales grew by 58.2% in 2020, reaching $39.7 billion
Before
After
The task at hand: Modernize the look and feel of the new quarterly catalog while still adhering to Walmart’s style guidelines and design system.
The challenges
The brief was missing details that slowly trickled in
Quick revisions and 30+ iterations meant long hours and a stressful process
Driving alignment between my team, the client team, and executives from both sides
Keeping a $7 million client happy is tough, full stop
