Lippincott created the Wal-Mart Brand Book to inform and inspire associates and agency partners. As the world’s largest retailer prepared to launch its revitalized brand, it sought to communicate the key elements of the brand and the role that Wal-Mart’s history and heritage played in shaping it.

With engaging visuals and compelling verbal messages, the Wal-Mart Brand Book brings the brand to life in a way that empowers everyone to become brand champions. The book also outlines consistent communications and actions to enable Wal-Mart’s associates and partners to deliver on the brand promise at every interaction, enhancing the customer experience and ultimately driving financial success.

In line with Wal-Mart’s commitment to sustainable practices, this book was printed on FSC-certified, 100% postconsumer recycled paper, produced using wind-generated electricity. This preserved 35 trees and prevented the generation of 15,031 gallons of wastewater, 102 lbs. of waterborne waste, 1,663 lbs. of solid waste, 3,275 lbs. of net greenhouse gases, 25,064,800 BTUs of energy consumption and 1,701 lbs. of air emissions.