Dr. Martens has recently been looking at how to structure and implement its ‘people focused’ messages by using internal communications to improve current employee engagement. However, most of their recent focus has been externally on product branding for their iconic boots, shoes and accessories. The workforce are a diverse, spirited group that are proud to work for Dr. Martens and believe passionately in the brand.

I have been involved from the start helping the company by identifying and designing targeted communications material. This includes, a set of four regional Management Incentive Scheme brochures and a mailer that introduces the staff to their new 'Culture Champions'.

Who are Dr. Martens?

Dr. Martens, also commonly known as Doc Martens is a British footwear and clothing brand, headquartered in Wollaston, Northamptonshire. Although famous for its footwear, Dr. Martens also makes a range of accessories. These include shoe care products, clothing, and bags. The footwear is distinguished by its air-cushioned sole (dubbed Bouncing Soles), upper shape, welted construction and yellow stitching.

The founding of Dr. Martens

Klaus Märtens was a doctor in the German army during World War II. After he injured his ankle in 1945, he found that his standard-issue army boots were too uncomfortable. While recuperating, he designed improvements to the boots, with soft leather and air-padded soles made of tyres. At the end of the war Märtens recovered some leather from a cobbler's shop. With that leather he made himself a pair of boots with air-cushioned soles.

Märtens did not have much success selling his shoes until he met up with an old university friend, Herbert Funck. Funck was intrigued by the new shoe design. In 1947, the two went into business in Seeshaupt, Germany, using discarded rubber shaped by moulds.

Sales had grown so much by 1952 that they opened a factory in Munich. In 1959, the company had grown large enough that Märtens and Funck looked at marketing the footwear internationally. Almost immediately, British shoe manufacturer R. Griggs Group bought patent rights to manufacture the shoes in the United Kingdom. Griggs anglicised the name to "Dr. Martens". He slightly re-shaped the heel to make them fit better, added the trademark yellow stitching, and trademarked the soles as AirWair.

CLIENT: Dr. Martens - AirWair International
AGENCY: No-Nonsense Design Limited