Industry

Visual Identity System

Client

Gen Z and Millennials

Dr. Martens X Newjeans

Dr. Martens is a British footwear brand celebrated for its iconic boots, yellow stitching, and rebellious heritage rooted in music and subculture. Despite its strong identity, the brand currently lacks a proprietary typeface, and its existing logo typography does not fully convey its strength, individuality, or authenticity. Design a custom typeface that embodies Dr. Martens’ bold, durable, and rebellious spirit, while reflecting its musical and subcultural roots. The typeface should visually express that Dr. Martens is more than footwear — it’s a cultural symbol of individuality and self-expression.

This project merges the rebellious, musical roots of Dr. Martens with the fresh and energetic spirit of NewJeans’ “Pit Stop.” It reimagines rebellion as a form of creativity through a collaborate limited-edition vinyl album that celebrates freedom, individuality, and self-expression. Through interactive visuals and immersive storytelling, fans experience how both brands inspire a new generation to express themselves boldly and authentically.