Dream Inspire
Oxford United approached LoveGunn as the Club wanted to define its identity and develop a clear sense of purpose. Oxford United worked with LoveGunn to define how to build an authentic brand that resonated beyond the pitch. Through research and subsequent insights, we identified an opportunity to root the brand in the community, leveraging the history and values of the Club as well as the global reputation of Oxford as a city of education, aspiration, and betterment, and creating a brand that was both grounded and inspiring.
What we wanted to do is reposition Oxford United so it was seen not just as a football club but as a lifestyle, community and entertainment brand that would allow them to better connect with the wider community, improve their appeal and drive commercial growth. To do this, we drew from both the Club’s and city’s rich legacy of education, cultural pride, sporting and intellectual achievement, distilling these qualities into a brand that would resonate with a wider audience. While the prestige of Oxford can be perceived as elitist, we sought to capture the spirit of aspiration and improvement in a way that was inclusive, relatable, and empowering. We wanted to create a brand that encouraged everyone—no matter their background—to aspire for greatness, with football as the vehicle for connection and community.
Oxford United understands where they sit within the football pyramid and the reality of operating as a Championship club. While they may not always compete at the highest levels on the pitch, the strategic vision is about leveraging this understanding to find new, innovative ways to engage with audiences and expand the fanbase off of it. The focus is on building a lasting connection with supporters, while staying true to the club’s ethos of empowerment and growth. This approach helps them push the boundaries of what a football club can be—uniting fans through more than just the game.
We have created a flexible brand system that allows Oxford United to appeal to their audiences as a football club, a community connector, and a cultural curator. The brand seamlessly shifts between these roles, reaching new audiences that may not traditionally engage with football, but find resonance in the club’s values and activities. The OX imagery and colour compositions form the foundation of this adaptability, ensuring the brand feels relevant and exciting across diverse contexts.
A key visual element is the spire graphic, inspired by the iconic Oxford skyline, with its colleges, churches, and libraries—symbols of education, enlightenment, and empowerment. This graphic represents the club’s ambition to not just inspire success on the pitch, but also in the lives of those who connect with the club’s mission. The overall approach to art direction and composition is considered and deliberate, focusing on raw emotion and authenticity. By moving away from typical sports graphics, we have crafted a more reflective and thoughtful brand experience, one that speaks to the heart of what Oxford United truly represents: empowerment, excellence, and entertainment.
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