Aldo

With over 2,000 stores worldwide, Aldo is a $2B shoe and accessories brand. The company has built a massive following of people looking for the latest in fashion at an accessible price.

Seeing significant growth in the premium footwear category, ALDO chose to seize the opportunity. They invited COLLINS to help them build relevance and credibility as a premium brand, increasing the perceived value of their products.

We pushed ALDO away from the signals of discount retail and into a more premium position and expression. We aim to bring every aspect of the experience in-line with the lingua franca of premium footwear. We redrew the wordmark to improve its craftsmanship, introduced a new identity system that worked across the customer journey – from marketing to web to in-store signage to packaging. Additionally, we worked closely with their internal teams to educate on the codes and cues of the premium market and led training to upskill their knowledge of high-end art direction and photography empowering the team to continue building the brand’s value.

With the relaunched brand, ALDO experienced a +11.2 increase in brand equity (the value consumers see in a brand), with their biggest gains in consumer purchase consideration (+8.7) and familiarity (+4.5) with the ALDO brand.