Walmart was looking to launch a brand-new B2B division targeted at the huge variety of small businesses. They needed a completely new brand that would stand out from the competition. Everything had to thread the needle between synergy with the Walmart master brand and signaling a new offering to a unique audience, so we started from the ground up. We named it Walmart Business, built a full design system complete with original illustrations, created the brand voice, shot a library of original imagery, and developed a full-funnel national paid media campaign.