Visual Identity / Seasonal styleguide
Role: Creative Director
Building Walmart’s holiday identity was a chance to reimagine what “festive” could feel like for millions of shoppers while honoring the brand’s core structure. We knew we needed to deliver a system that was exciting, scalable, and easy for teams across the country to implement — a tall order for the busiest retail season of the year.
My team explored a wide range of approaches, ultimately landing on a toolkit that paired traditional colorways (with a vibrant spin) with custom patterns and typographic refinements. Illustrations became the heart of the system, carrying the Holiday Market theme across signage, digital touchpoints, enterprise-wide collateral, and even corporate merchandise.
This project was a true cross-functional effort — we worked hand-in-hand with operations to stress-test every element for efficiency and consistency. The end result is a holiday look that feels elevated yet approachable, empowering store teams to execute creative quickly and confidently. Seeing the system come to life everywhere — from massive in-store displays to a simple employee badge — was one of the most rewarding moments of the season.