Brand & Digital Experience Overhaul
I was brought onto Walmart to refresh the visual identity and digital presence of Spark Driver, their Last-Mile Delivery service. The goal was to create a cohesive brand system that would elevate their website, product, and overall customer experience.
Before vs After
Challenge
Spark Driver’s brand had an outdated website, inconsistent visual language, and product visuals that didn’t align with their identity. Users struggled with clarity, and the company wanted a modern, approachable look that could scale across all touch points and maintain a competitive edge.
Audit
Branding
I began by conducting a thorough audit of their existing brand assets, including:
Logo inconsistencies
The logo being used at the time did not align with the actual product name, which in turn created confusion about brand identity.
Visual Discrepancies
The color palette, illustrations, and iconography used across various platforms varied significantly, making the brand feel disjointed and unprofessional.
Stakeholder & Audience Insights
I spoke with internal stakeholders to understand the core mission and values of Spark Driver and reviewed competitor brands to identify industry trends and visual expectations.
Internal Discovery
The company wanted a modern, approachable identity that aligned with its mission but hadn’t clearly defined how it wanted to be perceived.
Competitor Analysis
I analyzed competitors in the same space, identifying how their brands communicated professionalism, clarity, and trustworthiness. This research helped inform how the new branding could stand out while aligning with industry standards.
Final Brand Guidelines & Strategy
With these insights, I developed a comprehensive brand guidelines document that included:
- A unified logo system that accurately reflected the product’s name and mission.
- A consistent color palette and typography that felt approachable, flexible, and professional.
- Clear illustration and iconography guidelines