Sam "The Shoe Man" owner of Mile End Kicks asked me to mock up some concepts for MEK's tenth anniversary. Mile End is a super vibrant and hip neighborhood full of artists and style icons in Montreal, so I gave it a nice "hipster" vibe. Sam asked me to incorporate an illustration of his French Bulldog Gordon into the branding as a mascot. I wanted to keep it really down to earth and not too corporate or slick looking since the neighboorhood is edgy and the owners are a sweet Greek family who have lived there all their lives. They're very involved members of the community who are beloved by many, so a friendly, rustic welcoming vibe was the goal.