Goliath, a heritage footwear brand established in 1925, was ready to redefine its identity. With a bold new vision rooted in indie rock culture, the brand set out to create a platform that connects and celebrates musicians and artists — putting creativity before product. My role was to lead the rebranding, shaping a new visual language that felt raw, real, and rooted in underground music culture.

The challenge was to craft a brand identity that worked across footwear and cultural events. I developed a visual style that captured the grit of the scene — bold typography, analog textures, and a stripped-down aesthetic that reflected authenticity and edge.

For the launch campaign, I brought together a group of real artists for an unfiltered jam session, aligning with the new motto: "Off stage is where it happens." The campaign photography captured spontaneous, intimate moments of collaboration — highlighting the creative energy that lives behind the scenes.