Brand Identity for MWS Sports Memorabilia Platform
Mud, signatures and wear turn sports memorabilia into a story.
LoveGunn renamed and evolved MatchWornShirt into MWS, creating a more prominent identity for its authenticated sports-memorabilia platform. The work centres on the proposition “Own the moment,” using the marks, signatures and wear on match-used objects to foreground their sporting stories across digital products, packaging, exhibitions and sponsorship applications.
Insights
- Securing mws.com made the change from MatchWornShirt to MWS practical. LoveGunn designed the shorter identity for applications ranging from pitch-side LED boards and shirt sponsorship to small digital placements.
- The proposition Own the moment focuses attention on the sporting event an object witnessed, from a player’s debut to a match-winning goal.
- Marks, signatures and imperfections become storytelling devices, showing the particular history of each item within the creative system.
- A revised typeface, palette and layouts extend across motion, packaging, merchandise, the website and app, supporting memorabilia from sports beyond football.
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