Walmart Luminate
brand identity system
Walmart Luminate is a data-led organization built on Walmart’s first-party data. The challenge was to create a visual identity that felt distinct from traditional data or research services, while remaining clear and credible within a large enterprise.
The identity was designed around a simple idea: data is only valuable when it helps people see a path forward. The system focused on clarity, structure, and flexibility, allowing complex information to feel accessible and usable across teams.
Built to scale, the identity supports a wide range of applications, from internal tools and presentations to broader communications, while maintaining a consistent and confident presence.