We’re delighted to have been featured in Sport Industry’s latest article — Rebranding in Sports: How to Grab the Ox by the Horns.
It’s a great read about what makes a rebrand actually work — and how getting it wrong can leave you stuck in the past. The piece shines a light on the work we did with Oxford United, and how a proper rebrand starts with identity, not just design.
At LoveGunn, we’re a branding agency that believes the real work happens long before the visuals. When Oxford United came to us, this wasn’t about changing who they were — it was about rediscovering their story and expressing it in a way that felt confident, bold and unmistakably Oxford.
We worked closely with the club to build a brand that connects with fans old and new, celebrates their heritage, and gives them the platform to grow. It’s what every good creative agency should aim for — design that means something.
The article nails a key point: a strong rebrand doesn’t come from “just time for a refresh.” It comes from strategy. Knowing what you stand for. Understanding how fans feel. And turning that insight into something powerful that lives across every touchpoint — from the stadium to the socials.
That’s where we come in. As a London creative agency, we combine strategy, storytelling and design to build brands that move people — whether that’s in sport, culture, or beyond.
Every element of the Oxford United identity — from the ox to the typography — was designed to tell their story. To bring pride, grit and authenticity to the forefront. That’s what a rebrand should do: not erase history, but evolve it.
Massive thanks to the Sport Industry team for the feature, and to everyone at Oxford United for trusting us to bring this project to life.
If you’re a sports club, brand or organisation thinking about your next move, now’s the time. Let’s talk about how a rebrand could help you grab the ox by the horns.
We’re delighted to have been featured in Sport Industry’s latest article — Rebranding in Sports: How to Grab the Ox by the Horns.
It’s a great read about what makes a rebrand actually work — and how getting it wrong can leave you stuck in the past. The piece shines a light on the work we did with Oxford United, and how a proper rebrand starts with identity, not just design.
At LoveGunn, we’re a branding agency that believes the real work happens long before the visuals. When Oxford United came to us, this wasn’t about changing who they were — it was about rediscovering their story and expressing it in a way that felt confident, bold and unmistakably Oxford.
We worked closely with the club to build a brand that connects with fans old and new, celebrates their heritage, and gives them the platform to grow. It’s what every good creative agency should aim for — design that means something.
The article nails a key point: a strong rebrand doesn’t come from “just time for a refresh.” It comes from strategy. Knowing what you stand for. Understanding how fans feel. And turning that insight into something powerful that lives across every touchpoint — from the stadium to the socials.
That’s where we come in. As a London creative agency, we combine strategy, storytelling and design to build brands that move people — whether that’s in sport, culture, or beyond.
Every element of the Oxford United identity — from the ox to the typography — was designed to tell their story. To bring pride, grit and authenticity to the forefront. That’s what a rebrand should do: not erase history, but evolve it.
Massive thanks to the Sport Industry team for the feature, and to everyone at Oxford United for trusting us to bring this project to life.
If you’re a sports club, brand or organisation thinking about your next move, now’s the time. Let’s talk about how a rebrand could help you grab the ox by the horns.
