Walmart
Enhancing the communication experience by putting 2.1 million employees front and center.
The goal of this rebranding project was to communicate Total Rewards and benefits information clearly and engagingly and boost participation in the Open Enrollment campaign.
The challenge
How can we help employees grasp the complex Total Rewards information and, more importantly, get them to care about it?
The solution
"Making their associates the protagonists of the story."
The new brand initiative aimed to create a visual narrative rooted in the real-life experiences and needs of our employees, making Walmart’s internal communication more relatable and engaging.
I approached this from the employees' perspective, designing visual messages that aligned with their daily lives. By reframing benefits as immediate value rather than distant investments, we motivated employees to engage with the content.
This strategy allowed us to build a cohesive communication experience that integrated seamlessly into their routines, enhancing both engagement and impact.
The impact
The impact
The overall engagement rate was up by 141%.
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The total number of registered visits to the Enrollment Guide during the initial week of Open Enrollment is 232% higher than the previous year.
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Some more details…
400% increase in email click-through rates,
325% increase in mailer engagement,
75% increase in tile clicks.
Brand strategy, Art direction | Role: Lead Senior Designer | Date: Aug, 2022 - Jan, 2023