Walmart
Spotlighting Hispanic creators who embrace tradition, then envision their own.
Through The Nuevolution Project, Walmart is spotlighting Hispanic creators who build from their cultural traditions to create something fresh and new. Walmart partnered with Hispanic creators during Hispanic Heritage Month to give creators the platform of Walmart’s retail reach to sell custom products for the project. Walmart needed an identity for the project that laddered up to the spirit of the project — a modern, remixed spin to cultural traditions — while also giving each creator their own flavor.
Logo & Visual Identity Systems, Brand Guidelines & Toolkits, Packaging, Print & Consumer Collateral, Campaign Development, Social & Content Production, Photoshoot Production, Motion Design
We established an identity that paid homage to the traditional textiles of Hispanic culture, but in a modern, digital world.
The wordmark of “The Nuevolution Project” was constructed with a mixture of two fonts developed by Chilean type foundry, Latinotype. The differing fonts highlight the diversity of the Hispanic community. This blend of sans serif and serif plays with the duality of old and new.
We maintained Walmart’s signature navy and white brand colors, while incorporating more vibrant hues to reflect the fresh identity of The Nuevolution Project.
Other Work
