Brand & Digital Experience Refresh
I was brought onto the Spark Driver team at Walmart to refresh the visual identity and digital presence of their last-mile delivery driver platform. The goal was to build a cohesive brand system that would elevate the website, product experience, and every customer touchpoint it touched.
research, design, prototyping, illustration, quality assessment
My Role
I led the design direction for this project from audit through delivery, collaborating closely with product, business, legal, and development stakeholders throughout. While this was a team effort, I owned the visual strategy, brand guidelines, iteration cycles, and quality assurance. Driving alignment across all parties to get three fully localized pages live within three months.
Challenge
Spark Driver had the bones of a strong product, but its brand wasn't keeping pace. The website felt outdated, the visual language was inconsistent across platforms, and the product visuals didn't reflect the identity the team was working to build. For users, this created friction, a lack of visual clarity that made the experience feel less trustworthy than the product deserved. Internally, the absence of a unified system meant designers, developers, and marketers were all pulling in slightly different directions without a shared foundation to work from. The goal was to change that, to build a modern, approachable brand system that could scale across every touchpoint, align cross-functional teams, and give Spark Driver a competitive edge that matched the scale of the platform behind it.
Audit
We started by auditing every brand asset Spark Driver had in circulation and what we found fell into three clear problem areas:
Logo inconsistencies
We discovered that the logo in active use didn't accurately reflect the product's name, a fundamental misalignment that created confusion for both users and internal teams. We recommended a unified logo system that clearly communicated the Spark Driver identity, ensuring consistency across every surface it appeared on from marketing to product to legal documentation.
Visual discrepancies
Across platforms, the color palette, illustration style, and iconography varied significantly enough to make the brand feel fragmented and unpolished. There was no single source of truth guiding how visual elements were applied, which meant each touchpoint had drifted in its own direction over time. We audited every surface, identified the inconsistencies, and used those findings to inform a cohesive visual language that could scale reliably across product, marketing, and motion contexts.
Typography choice
We identified a clear disconnect between the existing typeface and the brand attributes we were working toward: encouraging, genuine, friendly, and straightforward. Our recommendation was to adopt the overarching Walmart brand typeface, which would have strengthened parent brand consistency while better supporting Spark Driver's intended voice, but it ultimately wasn't approved. The rest of the brand system was designed to compensate — leaning on color, illustration style, and layout warmth to carry the tone the typography couldn't.
Proposed typography direction presented to stakeholders. While the recommendation wasn't adopted, the exploration informed how we approached tone and hierarchy throughout the rest of the system.
Stakeholder & Audience Insights
With the audit findings in hand, the next step was understanding the people behind the brand. We spoke with key stakeholders across Product, Design, Business, and Legal to pressure-test the core mission and values of Spark Driver against what the brand was actually communicating.
Internal Discovery
What became clear early on was that the company had a strong sense of what it wanted to be, but hadn't fully defined how it wanted to be perceived. To bridge that gap, we built brand strategy decks, hosted collaborative brainstorming sessions, and held bi-weekly design reviews to keep every stakeholder aligned as the work evolved.
Competitor Analysis
We also looked outward. Analyzing how DoorDash, Instacart, Uber, and Amazon showed up visually gave us a clear picture of the industry baseline — what communicated professionalism, clarity, and trust in this space, and more importantly, where there was room for Spark Driver to stand apart.
Iterations
Iteration was built into every stage of this project. We worked through multiple directions across brand, layout, and content — continuously pressure-testing decisions with stakeholders across Business, Product, Legal, and Development to make sure the work was aligned before it moved forward. The result was three fully designed and localized pages, the landing page, earnings page, and FAQ, all shipped within a three-month timeline. That scope included responsive design across device sizes, localization, and a full round of quality assurance testing before launch.
Sections from our Earning page with at least two options per.
Prototype work for our FAQ page on desktop and two mobile sizes.
Brand Guidelines & Strategy
The final brand guidelines became the foundation the broader design team built from. The deliverables included a unified logo system that resolved the naming inconsistency and brought visual clarity to the product identity; a refined color palette balanced for accessibility, warmth, and scalability across product, marketing, and motion contexts; and a comprehensive illustration and iconography system published internally via Lingo, giving designers and developers a single source of truth. These guidelines were adopted team-wide following handoff and used as the standard for subsequent design work across Spark Driver's touch points.
Outcomes
The refreshed brand launched publicly across Spark Driver's website and product surfaces, including a fully localized landing page, earnings page, and FAQ... all shipped within a three-month timeline. The new visual system was adopted by the broader design organization, and the illustration and iconography guidelines became a shared internal resource used beyond the immediate team. While the product has since evolved under new design ownership, this rebrand established the cohesive foundation it was built on.
The final responsive design Homepage across desktop, tablet, and mobile, built on a brand foundation designed to scale.