Michael Tyznik


One of Locale’s brand signatures—a localized stamp applied at checkout

Locale Branding

Rebrand of Aldo Group’s FeetFirst chain into Locale. Aldo’s FeetFirst stores lacked personality and storytelling. We worked to develop Locale, a complete rebrand, based around the idea of an atelier. The store’s collateral reflects the store design itself, with attention paid to materiality and hand-craft. Partnerships with local art galleries permeate both the space and the brand collateral. Localization is a major part of the brand identity, with each store receiving a custom stamp to be used on all shopping bags and business cards.

Designed at Pompei A.D.


FeetFirst storefront


Locale storefront


FeetFirst store interior


Locale store interior


Shoe box


Shopping bag


In-store signage


Brand guidelines


Brand monogram


Brand colors


Handwriting style


Localization stamps


Illustration style


In-store signage


Sale signage




Giftcard packaging


Business cards


Ribbons and stickers