Dr Martens, Brand Impact Summary
Translating the brand’s iconic identity into cohesive, high-impact experiences across global channels.
Services
UX / UI
E-Commerce
Marketing
The Mission
Honour the legacy. Evolve the rebellion.
As Dr. Martens evolved from subculture to mainstream, I was tasked with ensuring its digital presence kept pace. My goal: to translate its rebellious spirit into scalable, high-impact brand experiences across e-commerce, campaign, and content platforms.
The Outcome
Design that delivers—
commercially and culturally
As part of the global brand team, my design work played a key role in shaping how Dr. Martens showed up across digital channels—contributing to a year of standout performance in 2022. E-commerce revenue grew by 11%, a 92% increase on FY20, with digital making up 29% of the total revenue mix.
My contribution helped elevate the brand’s digital storytelling and user experience—impacting not just conversion, but connection. Over 24 months, brand awareness rose by 4 points, familiarity by 6, and consideration by 2.
By staying true to the brand’s rebellious heritage while evolving its digital expression, my work supported Dr. Martens in strengthening its global presence and deepening engagement with new and existing audiences.
Brand Evolution
Aligning UX with attitude
I helped evolve the brand’s digital expression by grounding UX decisions in its core values. That meant designing journeys that felt bold but clear, expressive but usable. I focused on:
Creating simple, intuitive flows that still carried the edge and energy of the brand.
Building consistency across platforms without losing space for creative expression.
Designing interactions that felt confident, purposeful, and emotionally resonant.
Every detail, from content hierarchy to micro-interactions, was crafted to feel distinctly Dr. Martens, while making it easier for users to explore, connect, and convert.
Lasting Impact
Take Back Scheme Icons:
Designing assets built to last
To support Dr. Martens’ boot donation initiative, I created a set of custom icons to clearly illustrate each stage of the customer journey. This project quickly expanded into a broader piece of work: developing a consistent iconography system to enhance the wider e-commerce experience.
I designed a full set of icons and accompanying UI templates, which I submitted to the development team for implementation. These assets are still in use today, forming part of the brand’s global digital toolkit and supporting a more intuitive and visually consistent customer experience.
Next project