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Exploration & system build
Paid Media expansion
Global guidelines build & delivery
Regional support & sign off
The brief:
Create an always on 360 channel system to roll across multiple Icons stories
Main objectives:
• Position Docs as master of craft
• Bridge our existing identity into our new identity
• Uplift in yoy sales
Through:
• Leading with product
• Centring design around consideration drivers
• Creating key moments which appeal to a specific consumer
• Creating recognition through layouts & logo placement
Dr. Martens
SS26 - April Launch
SS26 - June Launch
Throughout AW26
Text placement acts as a thread;
a small line running through the image
and using image placement
to extend this thread
With layouts built on a 12x6 grid, to simply execution in region
Full Bleed
For key launch moments, and to use styling as a purchase incentive
3:9 Slither (1/4)
For referencing materials only.
April Launch
June Launch
Paid Social & Display Dive
April highlights, but not all
Reach to a specific audience; this story featured a limited edition product with low units
Clear messaging, and full product shots to maximise recall during increasing awareness
Clear consistency across CRM & Organic
Testing messaging through Video
Increased purchase opportunties:
Ad templates to show craft & retarget engaged consumers
Extra Stories to aid quick purchases on a limited edition product
June highlights, but not all
Increased ads in mid-funnel to aid conversion, as awareness is high for icons
A different ad template to tackle these 3 consideration drivers: styling, craftsmanship in our product & authenticity, and a human touch - across stories, feed, carousels & google/line, and all products.
Testing illustrative text on mid-low funnel comms, to test our Andromeda ranking and audience sortation
a matrix of display ads to work together in any combination
