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MatchWornShirt

The fabric of the game. MatchWornShirt partners with professional sports clubs across the globe to auction official memorabilia for good causes.

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 amongst others, MatchWornShirt provides clubs and charities the chance to unlock and optimise their fundraising potential by providing fans the opportunity to bid for the official shirts worn by their sporting heroes.
WHAT WE DID
Brand Strategy, Brand Identity, Art Direction, Social Media, Animation, Packaging Design, Brand Guidelines
STRATEGY
MatchWornShirt work directly with clubs to manage the entire fundraising process from shirt collection to online auction. They ensure kits are sanitised and authenticated before creating unrivaled buzz & excitement as buyers bid live on their platform. This means their shirts stay real, timeless and the fans ultimate prize forever. We wanted to capture the wave of excitement that only live sport can offer whilst reflecting the detail, care and authenticity which acts as a strategic foundation. The vision - Swap shirts with your heroes’ places fandom and authenticity at the heart of the brand.
IDENTITY
The identity builds on the brand’s vision and is designed to capture the moments that make sporting memories. Using the idea of nostalgic sticker collecting, we created a framing device which is used throughout the identity. A montage grid as well as annotated details adds a sense of passion, emotion and detail to the brand. The logo has been specifically designed to sit alongside club badges, not to detract 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 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.”

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.”

Check out the full case study on the LoveGunn website: https://www.lovegunn.co/work/matchwornshirt/
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