Dr. Martens

Expressing core brand truths in experience for a seminal British brand

Engagement Details

[I]

A strengthened strategy, with core brand truths translated into experience principles as a platform for creative ideation.

[II]

300+ ideas of experiential innovation to integrate into the existing CX, synthesised and prioritised through nine tangible touch points that bring rebellious self-expression to life across digital.

[III]

A defined future vision for the Dr. Marten's brand, conceived from a balanced understanding of where it's come from and where it can go.

The Challenge

Dr Martens is longstanding British icon with a unique set of brand truths which have led to its distinction in market. However as their global identity, production process and digital communications have grown, their brand presence was falling short online and required future vision mapping to fuel it into a new direction and better compete in market.

The Approach

Through a deep dive into the online and offline experience, extensive stakeholder interviews and document immersion, our team mapped the current customer journey to identify gaps and frustrations in the front and back-end operations, highlight pain-points across existing touch points and ultimately create the foundations for innovation.

We then defined a new set of principles which would progress the brand whilst driving conversion from a digital perspective. This led to several collaborative workshops in which over 300 ideas were generated with the client.

The Outcome

We delivered 11 prioritised concepts which collectively inject the Dr Martens spirit across the entire purchase journey and address the core challenges we identified. Individually, the concepts meet varying segment needs and embody relevant brand, product and service principles and fundamentally, created internal inspiration for the brand.

Services

Brand Interactions

Consulting

UX Design

UI Design

Overview

Championing rebellious self-expression for six decades, the seminal shoe label is a paradigm of brand durability. With a cult following, perpetually cool products and a strategy that is sharply aware of cultural, digital and technological landscapes as well as their future trajectories, it’s unsurprising that Dr Martens held onto their long-standing icon status even after a population-wide preferential shift to slippers during lockdown.