WALMART

Repositioning brands to be purpose-led

How do you pivot the world’s largest retailer to speak to a newly expanded customer base, a new shopping experience, and a new level of confidence from its 1.5 million employees?

Walmart’s transformation began with a strategic exploration around its near-term ambitions. We maintained the emphasis on savings, but expanded the brand essence to resonate on a deeper, more emotional level: save money, live better.