Case Study: Dr. Martens achieves streamlined creative production and global brand consistency with Asana

Dr. Martens evolves its iconic brand with Asana

Dr. Martens, the iconic British boot brand with 2,500+ employees headquartered in London, faced a growing creative operations problem: the Global Marketing Creative Services team managed incoming briefs in spreadsheets, fielded requests from emails and meetings, and collected feedback on printouts. The lack of a single system created duplicate requests, unclear accountability, scattered assets, and no way to forecast peak workloads—leading to excessive “work about work” and slow turnaround on marketing creatives.

The team adopted Asana Business, using projects organized by initiative, Asana Forms, and automation to standardize requests, assign work, and centralize creative assets. The result: clearer cross‑team collaboration and accountability, improved brand consistency across markets, reduced time spent on admin tasks, visible workloads for better forecasting and resourcing, and faster creative delivery—enabling the team to scale the process globally.

Dr Martens

Stacey Kemp

Creative Services Manager