The fabric of the game
As early authenticated sports memorobilia brand that works directly with Real Madrid, Manchester United and The British Legion, MatchWornShirt's biggest problem is the number of convincing fakes in the market. MatchWornShirt commisioned LoveGunn to structure a strong brand identity that would legitimise the brand amongst fans and clubs alike.
LoveGunn approached the brief from MatchWornShirt as an opportunity to redefine an industry and set the standard for authentic sports memorabilia. Our strategy connected fandom and passion for the game with the authenticity of a jersey worn during a match. By positioning MatchWornShirt as a sports partner, we announced them as a platform with a real connection to the game.
In an industry full of replicas and fakes, LoveGunn's vision placed MatchWornShirt as close to the game as possible, positioning them above the fray and alongside sports clubs as partners.
By highlighting MatchWornShirt's stringent assessment, sanitisation and authentication processes, LoveGunn presented a brand that is leading the sports memorabilia industry to offer a singular token of passion. For clubs, it creates an opportunity to fundraise for charity and give fans another way to connect. For fans, it is a chance to unequivocally display loyalty to their club or love for their favourite players.
LoveGunn designed a MatchWornShirt identity that reflects memorable sporting moments. Used across all assets, the identity frames imagery, referencing captured moments and sticker collecting to evoke nostalgia. A montage grid with annotated details was introduced to create a sense of passion, emotion and detail to the brand.
LoveGunn created a logo specifically designed to sit alongside club badges, making sure not to detract from or overpwer them. The clean simplicity and compatibility of the logo accomodates official partnership and symbolically endorses quality and authenticity. The colour palette is decisively monochromatic, creating a clean stage for imagery and associations. The palette supports MatchWornShirts unrelenting commitment to authenticity, conveying the idea that while sport is colourful, trust is black and white.