Award-winning global brand and design agency Coley Porter Bell has created a new brand identity for Canadian fashion footwear and accessori...
Award-winning global brand and design agency Coley Porter Bell has created a new brand identity for Canadian fashion footwear and accessories brand Call It Spring by Aldo. The brand needed to connect better with its customers, regain its youthful edge and be evolved for the digital age.
Call It Spring is Aldo’s less expensive, more accessible offering that targets millennials and it needed to reach them on a deeper level, offering a stronger promise of more than just its products. Coley Porter Bell’s creative idea had ‘connectedness’ at its core, revolving around the strategy of ‘Better Together’—a value that deeply resonates with millennials (16-34 year olds).
The visual identity uses a stylised ampersand as a connecting device. The ampersand is the shorthand to express the emotional benefit of connection. As the ampersand is a well understood device as a connector between two things, we used it to creatively express both the functional and emotional benefit of Call It Spring’s products. For example, 'Day & Night', ‘The latest brogues & nailing your first interview'.
The new identity has been designed to ensure a fluid brand experience across all touchpoints, from retail and store signage, shoe boxes, bags, and POS, to product, advertising, digital, and social media marketing and everything in between.
James Ramsden, ECD of Coley Porter Bell said: “Call It Spring was ready for a stronger, simpler brand identity that elegantly built on what had come before. The creative idea needed to have the flexibility to inspire and embrace seasonal campaigns and work across a wide variety of touchpoints.”
About Coley Porter Bell
In today’s fast moving world, businesses and brands are facing unprecedented levels of change. Coley Porter Bell is a global branding agency that applies creativity to help clients and their brands turn the challenge of change into a growth opportunity, whatever form that change takes.
In that context of change it's more important than ever to understand how people actually decode the world and make decisions about the businesses and brands in their lives. Whatever the circumstances, successful brands need to first ‘seduce’ the instinctive and intuitive part of our brain (our ‘System 1’) and then ‘convince’ the more reflective ‘System 2’ part. To achieve this, Coley Porter Bell has worked with academic and scientific experts to understand how learnings from neuroscience can be applied to brand creation and brand design.
Part of WPP and Ogilvy, the agency has 40 years’ experience of design and branding.