Dr. Martens sales were suffering. We were brought in to create and implement a new strategic positioning and brand platform that would resurrect and “re-cool” the Dr. Marten brand and, at the same time, dramatically increase sales. To do this, it was critical to both re-engage their hardcore, counter-culture influencer base and, at the same time, widen their mainstream appeal. The brand platform created and launched globally was called “Brand Art” and included film content, social, digital, website, publishing, experiential, influencer, poster, OOH, packaging, POS, and an original t-shirt product line.

During the three years the campaign ran, Dr. Martens’ sales reached all-time highs, topping out at over one billion in sales for the first time in company history and making Dr. Martens one of the world’s top brands.