A Change of Brand Walmart with Tosh Hall and David Hartman
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Sep 2, 2025 In this engaging discussion, David Hartman, VP of Creative for Walmart, and Tosh Hall, Chief Creative Officer at JKR, dive into Walmart's strategic brand transformation. They highlight the nuanced differences between rebranding and refreshing a brand, tackling challenges in modern consumer connection. The duo showcases the importance of authenticity in design, shares insights on their collaborative creative process, and reflects on implementing a new logo after two decades. They also explore innovative signage to enhance the shopping experience across thousands of stores.
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Phased Rollout Is Essential
- Large-scale brand changes must be phased rather than flipped overnight to avoid chaos.
- Prioritize high-visibility channels first and accept a long coexistence of old and new assets.
Archive Trip Sparked The Idea
- JKR and Walmart dove into archives, stores, and Sam Walton artifacts to find authentic inspiration.
- The team discovered Sam Walton's trucker hat and Antique Olive type references that shaped the redesign.
History Anchors Modern Type
- Small historical details can anchor modern design decisions and make them feel authentic.
- Everyday Sans evolved from Antique Olive to retain heritage while improving accessibility and flexibility.
