ALDO: Try Every Thing
Rebrand / Brand Repositioning
Aldo is a legacy Canadian brand. One that I discovered in college at a shopping mall. Since then, it hadn’t gone far. It remained, in the malls.
As a sort of young person I felt like the best thing to make a brand feel genuinely young, not on-trend, was to help inspire people to try new things; for that is the only actual common denominator among all 18-20 somethings: you will have to try a bunch of new shit.
Hence the line: You Never Know Until You Try.
We rebuilt the entire brand around this premise, redoing art direction, design and giving them a color to own: Yellow!
The work is still rolling out at the time of this writing but they have rolled out some OOH and a campaign video, which I scripted.
LINK to video