Doc Martens: Music communicates Doc Martens brand to internal team by Music

Branding agency Music has been working with Dr. Martens since June 2016 to help the brand identify a strategic framework on how to internally communicate to staff their global brand vision and essence.

The year-long campaign began with delivery of a vinyl record, to reflect the 'heartbeat of the brand'; music. The record, which comes packaged in four different sleeve designs, features Dr. Martens brand essence of 'Rebellious Self-expression' as the center label, and around it sits elements of the brand framework, expressed in simple, direct language that reflects the brand. Printed sleeve notes serve to elaborate on the content of the record. The records have been distributed to all staff across the world.

The next phase of the campaign is a biannual internal newspaper entitled 'On the record'. Music used a workshop with Dr. Martens internal culture team to establish what information staff wanted to hear, and then set about communicating that information creatively and fearlessly – in line with the brand. In the spirit of self-expression, each article is attributed to a member of Dr. Martens staff and is the result of a collaboration between them and Music