• Develop a whimsical and appealing brand identity that reflects the joy of baking and the warmth of the bakery atmosphere.

• Create attractive icons for ingredients and baked goods that enhance the presentation and keep products fresh.

• Create marketing materials for social media and community events, highlighting new products and promoting special offers.

To start, I studied Dr. Martens in all aspects— the history of the company and its founders, their website, previous sales they've had, and their social media presence, specifically on Instagram. This helped me create a moodboard that captured the Dr. Marten style and reminded me of what aesthetic I was trying to match.

Since Dr. Martens is already an established brand, I have a color palette and a variety of imagery to work with. I used product photos from their website to highlight the shoes and focused on tag lines that would stand out against other social media ads. I created three ads for each tagline, "Break Them In" and "The Doc Is In", which include an Instagram feed ad, story post, and Pinterest feed ad. The taglines were a nod to the name (Doc) and the well-known fact that Docs have to be broken in before you can get maximum comfort out of them.

The biggest challenge for this project, and with social media ads in general, is that most brands don't put text on the images. They'll post a product or action shot and put all the details in the caption of the post. However, this was a great creative challenge and opportunity for me to use typography and masking techniques to make the ads feel more professional.

Overall, I'm proud of the ad series I created and enjoyed the project. I enjoy learning more about brands and looking into their identity, especially those I regularly use or purchase from. I want to work on finding mockups that don't require me to make an entire Instagram or Pinterest page, but instead, input the ad around an already formed page.