John Moeller

ALDO: Urban Takeover

Work

ALDO: Urban Takeover

Problem: ALDO Shoes had existed for decades but was seen as a midwestern mall brand, and was seeking a new creative strategy and identity to help them reach the style-conscious markets of New York, Paris and London — where they saw their greatest ability to gain mass influence.

Solution: We developed creative platform around the idea of play, as a way to connect with the playful self-reinvention we were seeing in style blogging culture. Auditing their current brand and providing a strategic 5-year plan, we simplified and reinvented their visual identity, supporting the idea of play with bold, playful design and audacious, storytelling art direction. Everything was simplified to pop in every digital and street level format. Seasonal campaigns evolving the idea of playing with style fed digital media and e-commerce, retail and POS, and site-specific urban takeovers in New York, London, LA, SF, Paris, Dubai and beyond. In parallel we helped them build stylist and blogger relationships and helped them connect with current style conversations.

Results: ALDO provoked the world to have fun with style. 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 simplified pop visual world we created continues in many brands of the current moment.

Art Direction. Agency: MP Creative