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 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. Always in a pair of Docs, my job was kicking a** at creativity and treading 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: the highest grossing region at this Global corporation.
My work here represents the tip of the iceberg, a drop in the bucket, compared to the amount of campaign graphics I’ve delivered to support this brand’s mission. Please inquire to learn more or feel free to ask about more specific types of projects.
Below you will find a handful of projects I’ve worked on in support of the America’s region’s digital marketing. I played a huge role in evolving our digital systems by creating visual identities for both 365 and seasonal campaigns. From landing pages, to digital ads, to emails/SMS, and to site updates, I had my hands in just about everything.
The campaigns below span from newest to oldest, showcasing the evolution of the brand’s visual identity. I am proud to have brought this region into the next chapter of their 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. My goal was to show that no matter who you are—from the craft curator with the capsule wardrobe, to the alternative individualist who has worn Docs for ages, to the style seeker looking for something exciting to don—there is a Dr. Martens product for you.
Digital Marketing Campaigns
Campaign Exploration
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
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.
Cultural Moments + Collabs
One of the reasons I was proud to work for this brand is the way they’ve platformed marginalized voices and communities throughout the decades. The first big marketing campaign I got to work on in 2022 was called “Celebrating Black Voices,” where we partnered with incredible talent for Black History Month and got to tell their stories. Uplifting these communities through brand partnerships, Dr. Martens showed that they actually cared and wanted to stand up for their people. The brand was proud to show their allyship through several cultural moments, such as Hispanic & Latinx Heritage Month, AANHPI Month, Pride, and more.
In addition, Docs launched ReWair, a program for recycling and re-fabricating pre-loved Docs into like-new, wearable pairs. Their approach to becoming more sustainable through this program and other initiatives showed me that this company was committed to doing what is right for our people and our planet. While I had a big hand in supporting the launch of ReWair, I wanted to highlight Secondhand September, a movement committed to finding better ways to shop, embracing circular fashion, and reducing waste. The ReWair brand partnered with Oxfam to launch this month-long campaign in order to educate customers about ethical fashion and buying secondhand.
Lastly, Docs has had several incredible collabs over the years, many of which I was involved in the digital production work. Collaborations always involve an immense amount of attention to detail because working with outside brands means adhering to their standards and guidelines. I wanted to showcase the Olivia Rodrigo Guts Tour Activation that our team worked on because it was so fun to help create and truly tested us for how quickly we could turn over deliverables. We launched this tour bus activation that traveled alongside The Guts Tour and provided a customization station and charm bar for concert-goes to deck out their Docs. The collection of designs below were a collaborative effort with my Creative Services teammates, Makena and Tyler.
Internal
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 designer, I relish the time I get to spend tweaking logo concepts, exploring new typographic systems, and creating cohesive sub-branding, which I didn’t always get to do during my tenure at Docs (besides lots of Sale concepts).
During my time at Docs, I was a member of the Rebel Soles internal committee that planned parties, volunteer opportunities, team building events, and more. Part of my contribution to this team was designing posters, email heroes, and graphics as needed to promote the activities held by Rebel Soles. Below is just one example an event flyer I designed for RS, featuring Portland-local drag queen, Peachy Springs.
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 (all inspired by the cyberpunk classic film, The Matrix) in order to encourage employees to claim their free pair of shoes.
Lastly, the boot t-shirt design below was part of an internal sales incentive. My design was praised by so many people across the brand, which was a proud moment for me. Since the shirt only launched in the US region internally, people on our Global and EMEA teams were asking to get one of our exclusive designs.
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.
