walmart has over 2.3 million associates. so. many. people. the people are - and always have been - crucial to walmart’s story. with such a massive company, and roles spanning from the boardroom to the stockroom, we were tasked with finding a way to unite and strengthen the employee base and to generate pride. while people might typically associate walmart with ‘opportunity’, The size and scope of the world’s largest employer means every employee has endless opportunities to pursue their career and impact the community around them.
we created walmart’s internal brand idea: this is that place. walmart is that place for opportunity, for growth, for whatever you’re searching for. its new, refreshing voice gave walmart employees all the way up and down the ladder something to rally around.
within this internal ‘people brand’, there are 5 pillars: well-being, opportunity, innovation, inclusion, purpose.
our strategy team developed frameworks and supporting language that allowed each pillar to operate as its own “brand” internally. this started out with immersion and stakeholder interviews to understand the goals and intentions behind each. depending on the needs and leadership of the pillar, our output ranged from messaging frameworks and hierarchies, mission statements, vision statements, values, promises, strategic directions, manifestos, tone guardrails, executive talking points, creative expressions, and more.
my role: a lot of strategic development and writing for each of the pillars
agency: barrettsf
strategy: jillian davis (director of strategy), kevin albrecht (brand strategist), myself
creative: jamie barrett (ecd), todd eisner (cd), brad kayal (acd)