MatchWornShirt Case Study
MatchWornShirt partners with professional sports clubs across the globe to auction official memorabilia for good causes. Working with major brands like Real Madrid, Manchester United and the British Legion, MatchWornShirt provides clubs and charities with the chance to unlock their fundraising potential by providing fans with the opportunity to bid for the official shirts worn by their sporting heroes.
MatchWornShirt works directly with clubs to manage the entire fundraising process, from shirt collection to online auction.
Hinged on the euphoric fan moments that make up the fabric of the game, we brought their vision to life with Brand Strategy, Brand Identity, Art Direction, Social Media, Animation, Packaging Design and Brand Guidelines.
Quote from Bob Zonderwijk, Founder at MatchWornShirt
“We were introduced to LoveGunn through our mutual partner, Chelsea Football Club, after explaining the challenges we were facing. After extensive workshops, research and development with the LoveGunn team spanning over 6 months, we are so proud to reveal the new MatchWornShirt brand. We needed to build our brand and reposition ourselves; as we partner with clubs, our brand was overly complex so we needed to create something that looked and felt premium to align with our offerings. The team at LoveGunn understood our brand and the requirements from the outset and executed seamlessly.
A football club is a fundamental thread in the identity of a city, a neighbourhood, a friendship group and an individual’s identity. We wanted to capture the wave of excitement that only live sport can offer whilst reflecting the detail, care and authenticity inherent to the MWS process. LoveGunn created a framing device that’s used throughout the identity based on the idea of nostalgic sticker collecting. The logo has been specifically designed to sit alongside club badges, without detracting from them. This in turn provides the instant feeling of partnership, a symbolic endorsement of quality and authenticity, whilst the monochromatic colour palette leads with the idea that whilst sport is colourful, trust is black and white.”
Quote from Tom Love, Creative Director of LoveGunn
“Working with MatchWornShirt allowed the studio to combine two passions: football and supporting good causes. Through our workshops, we identified a brand truth that isn’t typically shared with clients who are looking to rebrand — that the MatchWornShirt identity needed to be confident enough to take a backseat and put their partners, whether that be football clubs, charities or foundations, to in the limelight.
To do this successfully, we concentrated on developing a wider brand system, one that could work with any football club, sports team or charity and still feel premium, memorable and authentic.
The frame device which is utilised — from logo all the way through to social assets — allows MatchWornShirt to own a distinct visual language, whilst giving their partners a platform to shine. Seeing the brand rolled out and working with such great charities such as Mind and Royal British Legion evokes immense pride for us and we continue to work with MatchWornShirt to develop the brand and increase the value they bring to clubs and charities around the world.”
