THE CREATIVE

Category Expression & Event design produced while working in the creative team at Syn

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My Role: Senior Designer/Creative Lead

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Client: Dr Martens

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Location: Greenpoint, Brooklyn, NYC

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Brief: Our task here was to develop not only a look and feel for this new branch of Dr Martens but also to create guidelines for a Tease Launch event to be held in NYC.

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Solution: This project was an incredible opportunity to help shape the future of Dr Martens. After a kick off immersion day at the Camden Head offices of DM's we were introduced to '14XX' a new innovative branch of DM's design, discovering what it meant to the company. This would be DM's boldest and most experimental branch of products, building on the foundation of research and experimentation already engrained in the brand while mixing in a daring and progressive design attitude.

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We had to work closely with the Designers to craft this new look and feel and how the category would be presented to the world, ultimately choosing to tell an intimate story of their process and a glimpse inside the 'Design Cage'. We created in depth content, interviewing the team and their Creative Director Darren McCoy, mixing this content and presenting this alongside aggressive industrial themed product displays and a forward thinking soundscape experience.

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For the event I travelled solo to NYC to help install the 14XX Launch alongside our partners at Exposure. This was a great opportunity for me to lead the AV and set design team with the responsibility of delivering with integrity what we had so carefully crafted in theory. 

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The response we got was well worth the blood, sweat and tears.

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Renders by Andrew Mutanga & Olly Webster

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Videography & Motion by Tom Avery

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