Brand & Digital Experience Refresh
I joined Walmart to help refresh the visual identity and digital presence of its last-mile delivery driver platform, Spark Driver. While a whole team focused on the product itself, the website didn’t keep pace, leaving potential drivers confused. The goal was to build an aligned brand system that would elevate the website, product experience, and every customer touchpoint.
research, design, prototyping, illustration, quality assessment
My Role
I led the design direction from audit through delivery, working 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 ultimately led to three fully localized pages going 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 The website felt outdated, the visual language was inconsistent across platforms, and the product visuals didn't reflect the identity the team was building. For users, this created friction, a lack of clarity that made the experience feel less trustworthy than the product deserved. Internally, the lack of a unified system meant designers, developers, and marketers were pulling in slightly different directions without a shared foundation. The goal was to change that, to build a modern, approachable brand system that could scale across every touchpoint, align cross-departmental 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 and maintained 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. No single source of truth guided how teams applied visual elements, so each touchpoint drifted in its own direction over time. We audited every surface, identified the inconsistencies, and used those findings to inform an integrated visual language that could scale dependably 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. We recommended adopting the overarching Walmart brand typeface, which would have strengthened parent-brand consistency and better supported Spark Driver's planned 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 test Spark Driver's core mission and values against what the brand was actually communicating.
Internal Discovery
Early on, it became clear the company had a strong sense of what it wanted to be, but hadn't fully defined how it wanted to be perceived. To close that gap, we built brand strategy decks, hosted ideation 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 Spark Driver could stand apart.
Iterations
We built iteration into every stage of this project. We explored multiple directions across brand, layout, and content—continuously pressure-testing decisions with stakeholders across Business, Product, Legal, and Development to achieve alignment before moving 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 extended design team built from. The deliverables included a unified logo system that resolved the naming inconsistency and brought clarity to the product identity; a refined color palette balanced for accessibility, warmth, and scalability throughout 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. The team adopted these guidelines after handoff and used them as the standard for subsequent design work across Spark Driver's touchpoints.
Outcomes
Three fully localized pages, landing, earnings, and FAQ, shipped in three months, each compatible across desktop and mobile and cleared through a full QA pass. The larger design organization adopted the new visual system. The illustration and iconography guidelines went on to become a shared resource used well outside our immediate team, the kind of adoption that signals a system actually stuck.
The final responsive design Homepage across desktop, tablet, and mobile, built on a brand foundation designed to scale.