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.
Art Direction, Brand/ Digital Design, Development
Marijke Heijdra
Photography
Rosa Meininger
Visual Design
Marijke Heijdra, Odine Toering
Production Assistants
Odine Toering, Astha Satija, Jeroen Rijnart
Models & special thanks
Jeroen, Juliette, Lana, Jim, Alec. Bart, Thomas Steffan & dog Tito
Conceptual extension are created to further explore and enhance the original idea.