Homepage redesign

The ask:

Develop a series of high-performing, above-the-fold homepage ad mockups using both broad and narrow themes (e.g., Summer, Father’s Day). The goal: establish new standards for new ad unit in-situ presentation and takeover executions across Walmart.com.

Process



I led the creative execution end-to-end—from strategy through design—building multiple variations of homepage ad units using existing assets while testing visual performance, challenging creative edge cases, and train internal and external design teams.

Deliverables

  • Full 80+ page homepage creative guidance; mockups, best practices, special circumstances, technical application featuring new ad unit placements, thematic and non-thematic.

  • Ad “stretch” examples exploring edge cases where product or creative didn’t fit cleanly in the environment, used to define visual and strategic guardrails.

  • Takeover ad unit explorations to test dominant layouts in the context of Walmart’s real estate.

    Deep integration of learnings into design systems, ensuring alignment with new performance and policy standards (e.g., strict product count rules, texture/shadow usage, disallowed gradients, and illustrative boundaries).

Results


  • Delivered a comprehensive set of ad mockups that became the foundation for creative testing and future creative direction on the homepage.

  • Informed creative direction for feature unit storytelling, e-commerce documentation, and visual preview guidance.

  • Supported training, onboarding, and knowledge sharing across internal and external teams.

  • Homepage redesign guidance, training, 
& creative application

  • Art DIrector

  • RTIC


    Core Hydration


    French's


    Gillette

    Venus


    Tylenol


    Gatorade


    Reebok

Key Accomplishments



  • Creative Lead for all homepage ad mockups and takeovers, designing for versatility and visual storytelling.

  • Implemented Design Learnings, refining rules for messaging, gradients, shadows, and product density.

  • Led Creative Certified Partner Training, including new ad feature previews and creative scenario challenges.

  • Developed Internal Tools, including a process deck, onboarding materials, seasonal one sheeters, and a centralized archive of resources and reference.

  • Created a Best-in-Class Brand Asset Reference, using Getty/EDLP image curation to drive design consistency.