Brand & Digital Experience Refresh
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.
research, design, prototyping, illustration, quality assessment
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Spark Driver’s brand had an outdated website, inconsistent visual language, and product visuals that didn’t align with their identity.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.
FONT CHOICE
Understanding that our brand attributes were: encouraging, genuine, friendly, and straightforward we found a disconnect between our core font and what we were hoping to achieve.
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. Prominent stakeholders were Product, Design, Business, and Legal.
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. I created brand strategy decks, hosted multiple brainstorming sessions, and attended bi-weekly design review sessions to make sure that we were in alignment.
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. I focused on our main competitors: DoorDash, Instacart, Uber, and Amazon.
Iterations
As always, iterations were a part of the process for sure. My team and I spent countless hours on countless versions making sure that our stakeholders (business, product, legal, and developers) and we were aligned on our end goal. On the website, we managed to get out 3 main pages (landing, earnings, and FAQ) all within 3 months. This also includes localization and quality assurance testing.
Sections from our Earning page with at least two options per.
Prototype work for our FAQ page on desktop and two mobile sizes.
Final Brand Guidelines & Strategy
With these insights, My team and I developed and built out a comprehensive brand guidelines document that included:
- A unified logo system that accurately reflected the product’s name and mission.
- A consistent color palette that felt approachable, flexible, and professional for product, visual, and motion designers
- Clear illustration and iconography guidelines, published on our internal Lingo page
