Brand linkage,
engineered.

Positioning

A foundational shift in how Walmart shows up out-of-store — embedding structured, repeatable brand cues into set, wardrobe, and typography so recognition and trust scale where contextual advantages no longer apply. The starting point for a year-long exploration of ownable creative.

Client: Walmart Canada
Year: 2025
Role: Creative & Brand Lead
Scope: Brand system · Cross-channel
Focus: Out-of-store TV, OLV, Photography

§ 01 — Objective

Build trust
beyond the aisle.

Reinforce Walmart's commitment to Everyday Low Prices while maintaining strong brand linkage across both in-store and out-of-store environments, where the contextual cues of the store no longer do the recognition work for you.

§ 02 — Creative Strategy

Intentional,
repeatable cues.

Rather than relying solely on messaging, the strategy embedded the brand into the creative system itself — structured cue moments at the beginning and end of every asset, Walmart blue and yellow extended through set design and décor, wardrobe styling, and custom Walmart bags built specifically for campaign visibility.

§ 03 — Execution

A recognizable
rhythm.

Two flagship windows — Express Delivery (Winter 2025) and Outdoor Ready (Spring 2025) — served as live test cases, validating how embedded brand cues directly influence recall and brand linkage across out-of-store environments.

§ Results

Measured
outcomes.

Express Delivery TV

One of the highest-performing first-time out-of-store creatives

Outdoor Ready

239M impressions among adults 35+

OLV correlation

Assets with stronger cues outperformed those with fewer

Brand linkage

TV recall and brand linkage met norms nationwide

§ Leadership Insight

"Brand linkage can be engineered — not left to chance. Systematic cues become a repeatable framework the next campaign inherits."

— Brian Francis Fleming · Creative & Brand Lead

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Walmart Canada · 2024

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Brand linkage,engineered.

Build trustbeyond the aisle.

Intentional,repeatable cues.