Digital Surgeons Kellie Pcolar

Dr. Martens Rebrand

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Dr. Martens Rebrand sketch ui web ecommerce clean animation motion retail homepage digital experience website design after effects brand design dr martens page scroll layout identity branding rebrand

I've been doing my best to up my game in branding, web design and motion animation, so I figured a side project was very much called for.

I present to you: my rebrand of Dr. Martens.

As a big fan of my docs, I know the brand is quality, authentic, history-rich and international. I wanted to choose a brand I felt emotionally aligned with in this particular side project, and Dr. Martens was a perfect fit.

Their current online experience is a little outdated and could use a fresh look. This is what came of my experiments in composition, usability and storytelling. Not only did I re-construct the Doc's homepage, but I also rebranded their identity with a more modern logo while retaining some of the most important and crucial aspects of the widely-recognizable mark.

Crafting the homepage was a lot of fun—I had the opportunity to play around with different ways of showcasing products and creating a layout that is different, yet sleek. It was necessary to create something different for docs, because "different" runs in the veins of their identity and history.

I made sure to keep a punky vibe, but lightened it up with some modern colors and experimental product layouts. What do you think?

Typography: The classic Dr. Martens Trade Gothic + the new look of Akzidenz Grotesk Pro

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