The goal was to create artwork that felt personal to Willy while still fitting within the sphere of MLB's athletic sports core and Golden Goose's vintage visual language and craftsmanship standards.

The first concept was much more detailed and illustration-heavy. As the project moved through reviews, we realized some of the smaller elements weren't translating as well as we'd hoped at smaller scale for the gear. While we still wanted that "handcrafted" feel, we needed a cleaner graphic for the other elements. This is where I came up with the idea to use manual screen printing and embroidery for the Golden Goose specific apparel. This way we can have a clean consistent logo, that can appear more vintage and handmade if wanted.

Throughout the process, I stayed in close communication with the team, making revisions quickly and creating updated mockups so everyone could see how the changes would impact the final product. By the time we reached final approval, the graphic was cleaner, more impactful, and better suited for production than the original concept.

FINALS