Expressing Dr. Martens' culture without losing its soul

Dr. Martens Branding

Branding, Design

Strategy

Rebellious self expression

Idea

On The Record

Summary

Dr. Martens wanted to embed their fearless, creative essence in their global internal culture.

From punks to goths, music has long been the heartbeat of the Dr. Martens brand, so rather than a brand book, Music created a vinyl record to express the rebellious self-expression of the brand. Music also delivered a biannual internal newspaper entitled ‘On the record’ featuring a comic strip and a ‘Rebel Therapy’ feature for those struggling with self expression and fashion issues.

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