Cultural Moments
As a global brand, Dr. Martens has always made it a priority to show up for and celebrate the diverse communities that make the brand what it is.
I’m proud to have played a role in shaping how the brand shows up across these cultural moments, including Black History Month, AANHPI Month, and ongoing work with organizations like The Trevor Project. Each project meant finding the balance between staying true to the brand and creating space to platform the impactful stories of those we partnered with.
Celebrating Black Voices: 2021 - 2022
Celebrating Black Voices was the title of Dr. Martens’ Black History Month campaign in both 2021 and 2022. Each year, we partnered with a diverse group of Black professionals and creatives to celebrate their Blackness and amplify their stories.
The campaign spanned multiple channels, including social media, email, and web; creating a cohesive and far-reaching platform for storytelling. I worked closely with each creator to develop a visual language that felt uniquely “them,” while still connecting back to the overall campaign and fitting within the brand. The result is a vibrant, compelling set of assets that reflect the individuals and stories we set out to highlight.
AANHPI: 2024
Asian American, Native Hawaiian, and Pacific Islander Heritage Month celebrates a wide range of nuanced and diverse communities. For this campaign, Dr. Martens partnered with five AANHPI creators to highlight and amplify their stories.
This was a social-first campaign, supported by retail marketing and the CRM ecomm team through email and MMS. I led the design for the campaign, working closely with AANHPI members of my team to develop a visual language that felt thoughtful, respectful, and aligned with the stories being shared.
In addition to retail assets and Instagram stories, I designed a supporting email to extend the campaign across channels. Check it out here.
Dr. Martens x The Trevor Project: 2022
Dr. Martens has a long history of supporting the LGBTQIA+ community, and partnering with The Trevor Project was a natural extension of that commitment. In addition to Pride initiatives and featuring the organization in the brand’s Giving Tuesday campaign, Dr. Martens maintained an ongoing social campaign focused on sharing educational content and connecting the community to the lifesaving resources The Trevor Project provides, particularly for the trans community.
Throughout 2022, I designed hundreds of social media feed posts and stories in support of this effort, helping to create consistent, accessible, and impactful content for the community.
