Expressing Dr. Martens' culture without losing its soul
Dr. Martens Branding
Rebellious self expression
On The Record
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.