Dr. Martens
Senior Digital Graphic Designer
2022 - 2026
Digital Design + 360 Channel Digital Marketing + Campaign Direction
Working at Docs, I found passion in rebellious self expression. Using visual storytelling to guide the consumer journey, this role allowed me to shape the brand into what it is today. Dr. Martens over the last 4.5 years has shifted their consumer approach from its former underground punk background to a place where customers can find identity in bold expression and dedicated craftsmanship. This new visual identity lets individuals define their boldest version of themselves: people who are made strong and footwear to match.
As the lead digital designer in the US region, I championed digital designs for every 360 campaign year over year, delivering assets for Digital Marketing, E-commerce, and Brand Marketing. In collaboration with my design colleagues, I led our design direction through our brand’s vis ID rebrand. My role helped move the brand forward by spearheading new paths for how this brand could grow in the digital sector. I was proud to be on a team of innovators who motivated each other to strive for excellence and work interdepartmentally to give the America’s region the platform it has today.
Digital Design & Brand Marketing
In support of the America’s region’s digital and brand marketing, I played a huge role in evolving our design systems by creating visual identities for both evergreen and seasonal campaigns.
My work helped bring this region into the next chapter of Docs’s visual ID through consumer education, updating visuals across all channels, and creating assets that speak to a variety of our target audiences. Each campaign was thoughtfully crafted with product-first mindset in order to gain new customers, engage returning customers, and continuously expand our audience.
Newsletter Email Designs
I designed weekly e-commerce newsletter emails, with 3-5 sends a week for a subscriber base of roughly 5 million people and counting. By constantly tracking metrics and improving my designs in Figma, the brand’s consumer base continued to grow over the span of my tenure. I helped onboard the Creative Services team into Figma, where we worked collaboratively with the CRM team and other regions.
SEO Landing Page Designs
I took ownership of designing our landing pages in collaboration with our site manager so that we could improve SEO by creating keyword specific landing pages based on what consumers were searching for when they went to shop for Docs. This led to a full-scale overhaul of seasonal landing pages, styling pages, informational pages, and evergreen pages. Our initiative drove organic traffic to the site, improved customer knowledge, and increased engagement.
By wireframing responsive designs in Figma, the site team and myself were able to build out a series of designs that kept our customer base coming back for more.
Sale Email Designs
Working through seasonal sale campaigns led me to spearheading new designs for our region. The constant need to drive traffic with promotional periods meant we had to find a solution for consumer fatigue. My sale designs evolved over time as we launched the new brand identity in 2023 and partnered with the Global team to refresh the visuals for key calendar moments.
Seasonal Campaigns
Over the span of four and a half years, I worked on a number of seasonal campaign launches, our biggest usually during the holiday period each year. By working with the Global team, I was able to help conceptualize and create digital brand systems for the America’s region. I designed site updates, paid ads, emails, landing pages, and gift guides, helping evolve the digital toolkit for the America’s sale goals and strategic regional plans.
E-commerce Campaigns
For every email newsletter email I designed, I created design systems for smaller E-commerce campaigns. I spearheaded new concepts based on seasonal products and led the designs for paid social, CRM, and site updates. I worked in collaboration with the other Creative Services designers to ensure consistency across designs for 360 channels, including print, retail, and wholesale, as well. These campaigns kept consumers engaged and drove sales by featuring new products between major product launch dates and calendar moments.
Collab Brand Campaigns
The Creative Services team collaborated with the Brand Marketing and E-commerce teams for brand and PR collaborations each calendar year. By working alongside partner brands, I designed assets for various channels using dual brand guidelines and resources. Partnerships like the Olivia Rodrigo Guts Tour Activation launched across the America’s retail stores and featured engaging ways to reach fans, allow for consumer customization, and increase sales.
The Creative Services team had a huge hand in helping the America’s team launch ReWair, a program for recycling and re-fabricating pre-loved Docs into like-new, wearable pairs.
My partnership with the ReWair initiative involved designing the annual Secondhand September campaign, a movement committed to finding better ways to shop, embracing circular fashion, and reducing waste. This seasonal campaign drove to educate customers about ethical fashion and buying secondhand.
Sustainability
In order to keep paid social engaging, I designed countless GIFs featuring lifestyle photography, product photography, and influencer images. The digital marketing team A/B tested my designs so that I could use performance metrics to inform my process. Here are just a few of the hundreds I designed over the years.
Paid Social
Global Collaboration
As a regional partner at a Global brand, my role allowed me to collaborate with our Global design team in the UK in order to shape the America’s design direction and work within brand guidelines. Our design teams worked in Figma to adapt toolkits for regional markets based on product availability and scheduled launch moments.For me, that meant translating the Global design direction into new assets for the America’s region. This partnership taught me how to stay open to feedback, work effectively in an established design system, and collaborate in Figma across multiple channels with stakeholders and team leads.
Figma Sale Templates
aW25-SS26 Sale
One of my biggest accomplishments at Dr. Martens was designing and templatizing our AW25-SS26 sale campaigns in Figma, which allowed the team to stay agile during our busiest season. By creating a sale library and designs for each stage of our sale period in Figma, I gave the Creative Services team and Ecom team the ability to iterate upon contingency plans based on how the sale was performing in real time. We were able to stay flexible and move quickly while also accomplishing some of our biggest launches of the season. Below is an in-depth exploration of those sale periods and a few KPIs showing the overall successes of these ongoing sales.
Campaign Exploration
aW24 Holiday Launch
The America’s region led the AW24 Holiday campaign, executing the overall creative direction and photoshoots for the peak season of the year. The Creative Services team was responsible for creating the various channel designs for wholesale, retail, out of home, and digital marketing and together we built an extensive toolkit to deliver among our other regions. My contribution during this period was delivering the digital design portion of the toolkit, so below is an overview of some of the assets I was responsible for creating for our Global and EMEA teams to adapt in region. This digital campaign execution showcased my ability to work collaboratively across multiple teams and stakeholders and became one of the most successful Holiday campaigns of my 4.5 year tenure.
Internal Designs
Below are some of the internal designs I did during my time at Dr. Martens.:
The DIY Docs logo exploration was a project I started on when we were shifting into the brand’s new visual ID.
As a part of my contribution to the company’s internal events committee, I designed posters, email heroes, and graphics as needed to promote their team-bonding activities .
The poster below was an ask from our PR team that involved creating graphics for an internal company-wide freebie shop, and I took the lead on those designs. My deliverables included a poster design, email graphics, and a small Shopify site.
Lastly, the boot t-shirt design below was part of an internal sales incentive that was distributed to all America’s corporate employees.
SXSW Activation
Another high point of my time at Docs was being able to go to SXSW activation in Austin, TX. The Marketing team put on a 4-day, free concert series at The Container Bar on Rainey Street. Complete with a free tattoo station, a DIY Docs showroom, a DIY Docs-inspired mural, and a lineup of 17 absolute standout bands, this activation promoted Dr. Martens’ longstanding history of working with musicians and artists and incentivized the public to shop for what has classically been known as the concert-goer boot, our 1460 boot.
My role at the activation was documentation—I got to step away from Adobe Creative Suite and do one of my other passions: photography. I was able to capture how music truly is the core of the brand’s expression and create recap coverage for our team to showcase after the event. In fact, my DM’s legacy lives on in the Burnside office’s 5th floor conference room, where a photo I took of Dawn Richard takes up a whole wall.
All below images are owned by Dr. Martens PLC.
