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Message Brand Experience for Allen Edmonds Allen Edmonds, an 85-year-old luxury men’s brand known for handcrafted footwear, approached IDEO to connect to a younger audience and reinvent the men’s shoe-buying experience. IDEO examined the Allen Edmonds brand through four lenses— the customer, the organization, the journey, and the experience. The results combined a redefined brand vision, a prototype for a new retail spatial experience that created deeper customer connections, and a more engaging expression of brand elements. http://www.ideo.com/work/featured/allen-edmonds/