Creative studio, powered by music - IMAGINE, has dropped the second episode of its “The Sound Of” series, this time reimagining the unmistakable edge of Dr. Martens. Known globally as a symbol of rebellion, individuality, and self-expression, Dr. Martens has been redefined sonically by IMAGINE, cementing its cultural legacy with a bold, defiant soundscape.

“At IMAGINE, we thrive on the energy of iconic brands and the stories they tell,” says Shai Caleb Hirschson, Founder and Creative Lead at IMAGINE. “Dr. Martens isn’t just a boot; it’s a movement. Through sound, we’ve captured that spirit of rebellion and made it something you don’t just see or feel, but you hear it, too. This is what The Sound Of series is all about: transforming cultural touchstones into unforgettable sonic identities.”

Drawing inspiration from the iconic boot’s punk rock roots and its evolution into a timeless fashion statement, IMAGINE crafted a sound that screams individuality. With deep, gritty basslines and sharp, industrial beats, the sound identity reflects the raw energy of underground gigs, city streets, and the unapologetic ethos of those who lace up their Docs.

“The Sound of Dr. Martens” is more than just a sonic logo; it’s an anthem for the bold. Whether it’s the sound of boots stomping in unison or a guitar riff that defies conformity, IMAGINE has created an audio identity that resonates with the brand’s core audience while welcoming a new generation of wearers.

Following the episode’s debut, The Sound Of series continues to evolve as a platform for IMAGINE’s creativity, with six more episodes set to explore and redefine sonic branding for the world’s most influential brands.

So lace up your Docs, crank up the volume, and prepare for a sound as rebellious as the brand itself. This is The Sound Of Dr. Martens.

Fueled by the viral buzz surrounding Jaguar’s groundbreaking rebrand, IMAGINE couldn’t resist creating an entirely new sonic identity for the iconic car manufacturer, unveiling “The Sound Of” series a month early.

“At IMAGINE, we believe in the transformative power of music and sound,” said Shai Caleb Hirschson, founder and creative lead at IMAGINE. “These emotional connectors transcend age, race, and belief, cutting across cultures to evoke a universal response. Our mission is simple: make the world sound better. To do that, we push every boundary, ensuring creativity is led by the most powerful cultural marketing asset—MUSIC.”

The debut episode in “The Sound Of” series takes the advertising world on an auditory journey, unveiling the bold reimagination of Jaguar’s famous roar. IMAGINE infused the brand’s essence with an innovative, never-heard-before sonic logo, perfectly complementing Jaguar’s recent campaign, “Copy Nothing.” Staying true to the campaign’s ethos, the team transformed Jaguar’s iconic auditory roar into a fresh, daring, and uniquely futuristic soundscape that’s as thrilling as the vehicles it represents.

The series, crafted to spotlight the studio’s groundbreaking sonic identities and campaigns, reflects the tireless work and creative passion emanating from IMAGINE’s Berlin headquarters. Valentin Keil added. “Through sound, we make the world look, feel, and—most importantly—sound incredible.”

Following Jaguar’s debut, the “The Sound Of” series officially launches in December with its second installment, marking the start of an 8-episode journey into the future of sonic branding. IMAGINE continues to redefine the role of sound in brand identity, setting a new standard for creativity in the global advertising landscape.

Buckle up—this is only the beginning.

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