Sam the Shoe Man from 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 frenchie 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 good greek people who have been in that neighborhood all of their lives. They are very involved members of the community who are beloved by many, so a friendly welcoming vibe was the goal.