Problem

Defining a cultural icon

The first boot was born on 1 April 1960 in Wollaston, England, and was so called the “1460”. For the six decades since, Dr. Martens has transcended youth and subcultures demonstrating its unrivalled appeal and ability to underpin trends.

The brand remains as relevant now as ever. It is still being adopted by those looking to express their individual style and attitude and who appreciate uncompromising quality and durability. Original icons, led by the 1460 boot,1461 shoe and 2976 Chelsea boot, sit at the core of the product architecture and inform the aesthetics for all other footwear and product categories.

Initially working together for the first time following an extremely competitive pitch process in late 2021, Dr. Martens and 330 set about producing an Annual Report with a highly crafted editorial feel that stood out from the pack. Our immediate challenge was getting to know the business inside out, something we as an agency pride ourselves on. Refreshingly, we had the opportunity to meet and engage with stakeholders in key strategic positions across the business prior to developing creative and messaging.

Recent years have seen Dr. Martens navigate challenging macroeconomic conditions, inflationary pressures, falling US wholesale demand and operational disruptions which have impacted performance.

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Solution

With bouncing soles

Despite facing turbulent and challenging conditions of late, Dr. Martens has continued to prioritise a clear, open, and honest approach to corporate reporting. A central aim of the FY25 report was to introduce the newly appointed executiveBoard in a compelling and accessible way, while clearly communicating a refreshed ambition and strategy. The report also underscored the core focus forFY25: restoring stability to the business.

Along with rolling out one of the first pieces of communications in a distinctive new brand visual language (as seen within these supporting visuals), it was a privilege to help present the new ‘Levers for Growth’ strategy, both within the report and as a standalone presentation deck delivered by CEO on the day of announcement. The new strategy pivots Dr. Martens from a channel-first to a consumer-first mindset and tailors distribution more flexibly across markets, while streaming operations and boosting full-price sales to drive recovery.

Our collaboration with Dr. Martens spans multiple reports, each with their own distinctive personality. Over the years various themes have come to light, a memorable report being the FY22 ‘True brand custodians’ – dedicated to meaningfully recognising their brand custodians without using tired, generic and frankly overused corporate reporting expressions. We created an AnnualReport (at the time, only their second since listing early in 2021) which was designed to pay homage to a key stakeholder, Docs people – the true custodians of the brand.

In support of their sustainability strategy - Planet, Product, People, we recommended and partnered with external consultants who provided support across the ESG spectrum – from risk/impact and materiality assessments through to ESG strategy and impactful reporting, helping to present roadmaps towards achieving long-term commitments.

Year-on-year we have professionally captured custodian photography throughout the UK, US, and Japan to assist in successfully delivering the creative theme. The new suite of imagery was key to the theme and we’re extremely proud of the warm and engaging reportage style featured throughout.

To further elevate the Annual Report in recent years, we have delivered a bespoke corporate video that served as a powerful companion piece. The video brought the report to life, visually highlighting key achievements and progress against their sustainability strategy. It featured engaging storytelling that aligned with the report’s central theme and reinforced the importance of "Docs people" as the true custodians of the brand, providing a deeper emotional connection to the written content.

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Impact

A reporting leader

Now in our fourth year collaborating with the team at Dr. Martens, each annual report has grown in both ambition and creativity. Together, we've built a body of work that champions innovative, honest, and accountable reporting, raising the bar year after year and setting a benchmark within the industry.

This commitment hasn't gone unnoticed:

‘Report of the Year’ and ‘Board Disclosure of the Year’ (2024) –Chartered Governance Institute UK & Ireland

‘Best FTSE 250 Annual Report’ and ‘Grand Prix’ Winners (2022) – Strategic Comms Awards

Silver – ‘Best Printed Report FTSE 250’ (2022) – Corporate & Financial Awards


Beyond reporting, 330 partners with the Dr. Martens team across a broad spectrum of communications, from investor presentations to brand storytelling, product decks, and video content.

We're proud to work with such an iconic brand, rooted in over 60 years of heritage. The response so far has been overwhelmingly positive, with the annual reports not only standing out visually and narratively, but also capturing a distinctive personality, something all too rare in the world of corporate reporting.

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