John Moeller

ALDO: Urban Takeover


ALDO: Urban Takeover

Problem: ALDO had existed for decades as an unremarkable mall brand, but wanted a new identity and strategy to help them reach the style-conscious markets of New York and London, where they saw their greatest ability to gain mass influence.

Solution: We developed creative strategy platform around the idea of play. We reinvented their identity with a bold, playful streamlined identity to help them drive recognizability and pop across digital platforms, created seasonal campaigns evolving the idea of play across digital, out of home, and POS placements, and helped them build relationships in the fashion and blogging worlds to help them connect with current style conversations.

Results: ALDO provoked the world to “Dress the Part”, play with style, and have fun with it. The campaigns put ALDO into conversation and gave them presence at a street level in international cities, creating consumer awareness and achieving massive growth year over year. The visual language we created continues in many of the pop-conscious brands of the moment.

Art Direction. Agency: MP Creative