Background
This ongoing collaboration brings together Golden Goose and UBS through a shared focus on craftsmanship. Initiated at the request of our firm’s CMO, the project centers on custom-designed sneakers for the UBS Group Executive Board and extends into a larger, private event experience currently in development.
Role
• Creative Lead, Sneaker Design
• Project Management
• Event Experience (In Progress)
• Event Experience (In Progress)
Goals
• Design a sneaker that feels native to both brands
• Deliver a premium, luxury-driven execution
• Use intentional design details to clearly signal a collaboration
• Use intentional design details to clearly signal a collaboration
Brand Briefing and Collaboration Concept
The process began with defining the shared narrative between Golden Goose and UBS – clarifying why the collaboration exists and which values intersect across both brands. I developed this one-page visual framework to translate those values into tangible design cues, from materiality and symbolism to tone and texture. Used as a starting point for the kickoff meeting, it helped align stakeholders, spark discussion, and establish a clear creative foundation for the collaboration.
This moodboard, based on UBS’s brand design system and warm and welcoming visual identity, was shared with Golden Goose to present clear yet flexible creative directions. It helped align both teams and guide the early stages of the collaboration’s design process.
Design Development
Round 1 | Feedback
After evaluating multiple styles, the Super-Star silhouette became the strongest direction, given its iconic heritage and cultural relevance. The initial concepts proposed by Golden Goose’s design team featured an all-black, monochromatic palette with silver accents. At this stage, my primary feedback focused on aligning the design more closely with our brand identity: UBS is warm and welcoming, so black should be used sparingly as an accent, metallic details should lean toward gold or bronze tones, and our warmer brand palette, such as bordeaux, should be more prominently incorporated.
It was also essential that the UBS pattern be integrated into the shoe. My initial direction was to apply the two-tone pattern to the insole, as shown. This placement positions the pattern as a refined, hidden detail – an intentional luxury element that feels personal and special to the wearer.
Round 5 | Current State
SSTAR 01
Given the uniqueness of our key symbol, it was important that it function as a strong standalone element – clearly visible and expressive of the brand in a fashion-forward way. In contrast, the full UBS logo, including typography, was treated as a more refined, decorative detail.
Across each design iteration, the key is embroidered on the heel back in high-contrast colorways to ensure immediate recognition, while the complete logo is subtly engraved on a metallic shoelace accessory, adding a considered and premium finish.
Across each design iteration, the key is embroidered on the heel back in high-contrast colorways to ensure immediate recognition, while the complete logo is subtly engraved on a metallic shoelace accessory, adding a considered and premium finish.
SSTAR 02
SSTAR 02.1
The pattern was further explored through leather embossing on the tongue and central panel. Positioned beneath the Golden Goose star, this detail creates a subtle visual relationship between the two brands while differentiating the design from existing Golden Goose silhouettes.
SSTAR 03.1
The UBS key symbol was translated into a physical charm. The charm functions as a custom design detail while extending a core brand element into a tangible, material form.
SLEEVE BOX
Most shoe boxes are quickly discarded. This one was designed as a keepsake, extending the sense of occasion and craftsmanship beyond the product.
