INTRODUCTION
Nova is a design language created around Walmart's initiative to create a one-stop shopping experience.
Walmart in Mexico owns multiple retail stores as part of their potfolio: Walmart, Walmart Express, Bodega Aurrerá and Sam's Club. All stores have differences in their branding, values and target audience but the truth is majority of mexican customers shop at all these stores depending on the moment and need.
The challenge was to create a visual identity around multiple brands for a unified shopping experience, and into a single design system.
OUR GUIDING ATTRIBUTES
We started by listing all the attributes and values of our different brands and grouped them into similar categories to end with four master attributes that are going to guide our visual personality and voice for content creation.
CONCEPT
Using layers was the core idea that inspired Nova's visual identity, it allowed us to create a dynamic system catered to our complex needs as a multi-brand product at every touch-point. It’s made up of brand and experience layer.
Experience layer
This is the combination of design elements that are the foundation of the visual identity and creates consistency across the product experience: grids, typography, black and white, shapes, iconography.
This is the combination of design elements that are the foundation of the visual identity and creates consistency across the product experience: grids, typography, black and white, shapes, iconography.
Brand layer
These elements provide flexibility and allow for brand personalization, keeping the system dynamic.
These elements provide flexibility and allow for brand personalization, keeping the system dynamic.
MOODBOARDS
CREDITS
MANAGER
Vidya Ramamurthi
VISUAL STRATEGY
Brenda Flores
Vidya Ramamurthi
VISUAL STRATEGY
Brenda Flores
