Title	CALL IT SPRING
Brand	ALDO
Product/Service	CALL IT SPRING
Category	A02. Rebrand / Refresh of an existing Brand
Entrant	COLEY PORTER BELL London, UNITED KINGDOM
Idea Creation	COLEY PORTER BELL London, UNITED KINGDOM

Name	Company	Position
James Ramsden	Coley Porter Bell	Executive Creative Director
Dean Field	Coley Porter Bell	Creative Director
Richard Clayton	Coley Porter Bell	Creative Director
Khristina Farrands	Coley Porter Bell	Senior Designer
Gerard Cleal	ALDO	Design Director
Natasha Samek	Coley Porter Bell	Senior Planner
Andrew Bruck	Freelance	Freelancer
Sarah Cameron	Coley Porter Bell	Business Director
Sei-Mai Leung	Coley Porter Bell	Senior Account Manager

Background

Call It Spring needed to change perceptions from being ‘just another shoe merchant’, to being an authentic and playful brand that young people can relate to. Born in 1991, Call It Spring itself is a millennial, but it was failing to communicate with people of a similar age. It needed to define its purpose and create a clear brand story with emotion at its heart. Aimed at Millennials and Gen Z, it needed to resonate and connect to existing customers, raise brand awareness and recruit new people to the brand.

Describe the creative idea

Our insights from ALDO about millennials (AKA “insteppers”) is that they feel better and stronger when they’re with their friends. Following a collaborative session with the brand’s key stakeholders, we developed the brand platform of ‘Better Together’; we feel better and stronger when we’re with our friends, and millennials love to share. It’s all about celebrating the big things across the world - ‘East & West’ - as well as the little things - “Bags & Shoes” - and everything in between.

Describe the execution

As well as new logo type, we crafted a new graphic icon that can be used to creatively express both a functional and emotional brand proposition. As the ampersand is globally understood as a connector between two things, it's been created to represent the connection of things but is also a strong symbol across all touchpoints and able to stand alone. The new icon and logo type is used alongside emotive photography to create lifestyle stories that young people can relate to, for example ‘Day & Night’, ‘Out & About’, ‘Me & You’. The brand platform and identity informs everything, from physical to digital, from experiential to brand in the hand – expressing the idea of ‘Better Together’ throughout the brand’s world. The design flexes across all touchpoints, from carrier bags to shoe boxes, and ad campaigns to instore experiences, and it works effectively across all digital and social platforms.

List the results

We built a flexible brand that can now inspire meaningful connections all around the world. The new branding launched across North America and Canada in Summer 2018 and has so far been really well received by consumers.