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Walmart Connect

Role

Creative Manager, 

Brand Strategy

Timeline

June 2019 - 

present

Tools

Photoshop, Illustrator,

InDesign, Sketch

Walmart Connect is an in-house advertising team that offers brands the ability to maximize advertising campaigns with rich data insights—based on both in-store and online data.

Blue Logo.png

The objective

Create a new, differentiated brand identity that communicates an evolved mission to "connect brands more meaningfully in customers' everyday lives". Educate advertisers and suppliers of strategic vision and new offerings.

Deutsch Agency rebranded the business in January 2021, and Walmart Media Group became Walmart Connect. As Creative Manager on the Brand team, I developed materials to drive awareness of the rebrand within the marketplace.

Walmart Connect is the ongoing evolution of Walmart Media Group

Advertising campaigns, website reskin,

go-to-market materials, case studies, B2B email design, sales sheets and presentations, 

Adweek, 1320 x 575

B2B ad campaign

We launched an advertising campaign that ran from February 18 to March 19, 2021. The campaign was designed to build awareness of the company's new name, vision and brand identity. The target audience were CMO's, shopper marketers and brand decision makers.

Walmart Connect Advertising Campaign

Digiday, 970 x 90

18 static ads across 6 publishers.

We developed 18 ads with a few different value propositions; displaying our key differentiators across all publishers. These were Forbes, Adweek, AdAge, Business Insider, Digiday and Modern Retail. The campaign included homepage takeovers, run-of-site and 100% SOV for specific site verticals.

 

Visually, I used lifestyle photography that resonates with Walmart's core beliefs of diversity, inclusion, and authenticity. 

Forbes, 600 x 450

Walmart Connect Advertising Campaign

Walmart Connect homepage

I created a new temporary Walmart Connect homepage for desktop and mobile, building high-fidelity wireframes in Sketch. I redesigned the layout of the content, and applied our visual identity throughout the page. This included buttons, colors, fonts, and imagery. Design handoff to Sirius Solutions engineering team in India.

Desktop

Mobile

Go-to-market materials. 

Brand provided Sales with up-to-date marketing materials to present Walmart Connect's business strategy, product roadmap and advertising capabilities to suppliers and partners. Some of this information is highly sensitive and cannot be shared publicly. Below are a few pieces of work I can share.

Advertising capabilities.

Promoting Walmart Connect's closed-loop advertising solutions across walmart.com and Pickup & delivery, I create non-branded product advertising to ensure all B2B marketing materials do not contain any competitor branding.

Search Capabilities

Mockups.

These non-branded advertising examples include homepage POV, expose, left-rail, Sponsored Products, Search Brand Amplifier, Custom Brand Pages and more.

Display Capabilities

Showcase our offerings.

 

These materials are intended to showcase Walmart Connects's core products and provide a deeper dive into Search, Display, Targeting and Measurement. 

Email design

Creative communications.

 

To drive awareness of the Walmart Connect brand, I've designed many sales sheets, case studies, presentations, as well as Outlook and Salesforce Marketing Cloud email communications. 

Sales sheet

FY22 Q1 WMC Onesheet2-01.jpg
Email Design.jpg

Walmart Media Group. The startup ad agency.

Create a new, differentiated brand identity that communicates an evolved mission to "connect brands more meaningfully in customers' everyday lives". Educate advertisers and suppliers of strategic vision and new offerings.

Deutsch Agency rebranded the business in January 2021, and Walmart Media Group became Walmart Connect. As the Creative Manager on the Brand team, I developed materials to drive awareness of the rebrand within the marketplace.

The visual identity aligns with the Walmart Corporate brand, delivering consistency across brand voice and image.  Communicate the mission "Ads customers love. Partnerships brands trust."

Establishing a new brand identity was my first collaborative project at Walmart Media Group. Below are some of the creative materials I produced in-house

DELIVERABLES

Logo

Brand style guide

Iconography

PowerPoint template

Go-to-market materials

One sheets

LinkedIn banners 

Social assets

Brand style guide
Rebranding deliverables
Icon Sketchbook copy.png

Rebrand deliverables

Rebranding deliverables

Brand style guide, PowerPoint template, GTM strategy deck

Walmart_Logos_TheSpark_ylw_rgb.png

Email Templates

In addition to the rebrand materials, an "email stationary suite" was requested to support: product releases, leadership updates, competitive industry news, events and more. These are visibly distinct yet maintain a cohesive look and feel. 

Deliverables

8 Outlook email templates

Marketing Cloud email template

Walmart_Logos_TheSpark_ylw_rgb.png

Digital Advertising

The goal of this paid media campaign was to expand Walmart Media Group brand awareness by targeting marketers. In March, 2020, as the pandemic hit, the campaign was put on hold due to sensitivity in messaging. Here is the design process:

Audience

CMO's

Brand decision-makers 

Shopper marketers

Deliverables

60+ static ads

7 animated ads

Layered PSDs and JPGs

Design 

3 initial concepts

Present to stakeholders 

Refine, build, deliver

MESSAGING

SCALE

160MM weekly

omnichannel visits

DATA

360-degree view

of the customer

RESULTS

Closed-loop

measurement

RETAIL

Seasonal moments, everyday moments

Only Walmart

+

Unique identifier

+

Proof point

Walmart_Logos_TheSpark_ylw_rgb.png

Concepts

I collaborated with the Creative Director, Senior Copywriter and Demand Generation to conceptualize and develop 60+ offsite display ads. These were the three initial concepts:

1

Walmart by the numbers

Data tells the Walmart

story using statistics as

massive we are.

2

Every, Any & All

Big, bold descriptors illustrate Walmart’s size, reach and ubiquity.

3

Omni is everything

Omnichannel is a

buzzy marketing concept. Let's own it.

Concept 1, sketching

"Walmart by the numbers" highlighted Walmart's size, customer base, and closed-loop measurement. This campaign demonstrates Walmart’s mastery of data — using data.

Campaign sketches
Campaign sketches
Campaign sketches
Campaign sketches
Campaign sketches
Campaign sketches
Campaign sketches
Low-fidelity design
Low-fidelity design
Low-fidelity design

Static ads 300x250

Low-fidelity designs

Stakeholder feedback:

1. Larger ads incorporate visuals to enhance story of connecting with the customer at every touchpoint

2. Review CTA language and button size

3. Consider solid color background, spark should not compete with copy

Animated ad, 300x600

Walmart_Logos_TheSpark_ylw_rgb.png

Final outcome

1. "Advertise with us". CTA

2. Smaller sized ads contain solid Walmart Blue background.

3. Larger sized ads used photography and non-branded product walmart ads to portray the story that the customer is searching online for a product they need.

Paid advertising campaign

Advertising campaign deliverables

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Walmart Advertising Partners

Walmart Media Group partnered with select third-party AdTech platforms to help brands scale, automate and optimize their Sponsored Products advertising. I produced external branding for this new partner program.

Deliverables

Walmart Advertising Partners logo

Walmart Advertising Partners Brand guide

Walmart Advertising Partners responsive landing page layouts 

Walmart Advertising Partners Landing Page

WALMART ADVERTISING PARTNERS

In 2019, Walmart Media Group partnered with select third-party AdTech platforms to help brands scale, automate

and optimize their Sponsored Products advertising. I produced a logo, brand guide, and responsive landing page 

design for this new partner program. 

Walmart Media Group Print Materials
Sales Summit Collateral
Sales Onboarding Booklets

PRINT

Supporting Sales, Product and Marketing, these designed materials maintain a cohesive look and feel.

Examples include: Case studies, one sheeters, infographics, and event collateral.

Walmart Media Group Email Design

As a Graphic Designer on the Brand team, I create concept-driven solutions to support the Walmart Media Group 

Sales team. Focused on developing a range of multi-channel creative assets including sales materials, paid media campaigns, event collateral, insights driven infographics, email design, case studies, and more. A modernized rebrand concept for TripAdvisor to entice travelers around the world and strengthen the brand's identity and community.

EMAIL

Supporting the corporate and internal communications teams, I developed a 'stationary suite' consisting of 8 email templates that are visibly distinct yet maintain a cohesive look and feel. These Outlook and Marketing Cloud email templates support: product releases, leadership updates, competitive industry news, events and more.