Empowering a community.
From the start, it was clear that our Oxford United brand refresh was more than just a visual update—it was an opportunity to redefine the club’s identity and purpose. Oxford United has a proud footballing history, but it also represents something bigger: a city of culture, ambition, and strong community ties. Our challenge was to bring that all together in a brand that resonated both on and off the pitch.
Oxford United has always had a loyal fanbase, but its identity had become fragmented. The club was at a pivotal moment, looking to grow both commercially and culturally. The question we faced was: how do we create a brand that not only appeals to lifelong supporters but also engages new audiences and reflects the spirit of Oxford as a city?
We needed to position Oxford United as a club that goes beyond football, one that inspires ambition, builds community, and represents the drive to be something greater.
Connecting the club to the city
Instead of imposing a brand identity, we listened to fans, local businesses, and those typically disengaged from Oxford United. We discovered a strong connection to the city, leading us to base our brand strategy on the concept of Dream, Inspire, inspired by Matthew Arnold's portrayal of the city in Thyrsis. This gave rise to the spires shaping our new creative vision.
We reworked the brand’s core assets with a focus on flexibility and storytelling. The Ox icon became a bold, recognisable mark that ties back to both the club and the city’s identity. The colour scheme stayed true to Oxford United’s heritage but was refined to feel sharper and more contemporary.
A key element of the design system was the spire graphic—an abstraction of Oxford’s iconic skyline. It serves as a visual metaphor for ambition and excellence, reinforcing the idea that Oxford United is about more than football; it’s about pushing forward, always reaching higher.
Typography and composition were designed to strike a balance between raw energy and a thoughtful, deliberate tone. We wanted to break away from clichéd sports graphics and create a brand that felt authentic, inspiring, and representative of Oxford’s wider culture.
The response from the club and the community has been overwhelmingly positive. Oxford United now has a clearer voice, and we’re already seeing a shift in how people engage with the brand. The club feels more connected to the city, and new partnerships and opportunities are emerging as a result.
For me, this project was a reminder of the power of design beyond aesthetics. This was about helping Oxford United tell its story in a way that felt real and aspirational. It was about building a brand that the fans—and the city—could be proud of.
