Oshawa United
Full rebrand and social media system for a Canadian soccer club — new crest, colour system, and content templates that drove a 5× increase in page engagement.
Client
Oshawa United
Timeline
2024
Services
Role
Lead Designer
Mission
Oshawa United struggled with a fragmented visual identity that failed to connect with their local community. They needed a complete brand overhaul that would signal a new era for the club, increase fan engagement, and drive ticket sales through social channels.
My Contributions
As the Lead Designer, I orchestrated a complete rebrand. I designed a new modern crest, developed a vibrant visual language for social media, and created a content strategy focused on high-energy player highlights. I treated the club not just as a sports team, but as a lifestyle brand.
Impact
The rebrand transformed the club's digital presence, turning passive followers into active community members. The new visual system provided a professional, 'big-league' feel that resonated immediately with fans.
Defining the New Era
The old identity was dated and lacked versatility. I started by designing a new crest that was modern yet rooted in the club's heritage. This stronger mark became the anchor for the entire visual system.
Social-First Visual Strategy
Knowing that 90% of fan interaction happens on mobile, I prioritized high-contrast, vibrant visuals that would stop the scroll. I created a suite of templates for Match Days, Score Updates, and Player Spotlights, ensuring that every post looked premium and consistent.
Community Activation
Design is social. I developed a strategy where we used the new visuals to highlight individual players and fan stories, making the brand feel personal. The result was a dramatic increase in shares and comments, as fans finally had content they were proud to repost.
