Walmart Luminate
Brand Identity System
Building a brand for a new kind of data intelligence. Walmart Luminate is a platform that gives brands and suppliers access to Walmart's first-party data — the kind of insight that helps businesses see clearly and move forward with confidence.
The name said everything: to luminate is to light the way. The identity was built around that idea. Not data for data's sake, but data as a flashlight — illuminating the path forward for businesses navigating an increasingly complex retail landscape. The system centered on clarity, structure, and confidence, making complex information feel accessible and actionable across teams.
A deep, authoritative color palette grounded the brand in credibility, while a sharp accent brought energy and forward motion. Built to scale across internal tools, presentations, and broader communications, the system gave Walmart Luminate a consistent and confident presence from day one. It was designed to be handed off and used consistently without creative oversight.
Client: Walmart
Agency: Deutsch
Role: Art Direction, Identity Design
Head of Design: Adhemas Batista
Design Director: Jean-Lou Renoux
Senior Designer: Ayla Kim