Oxford United Football Club has appointed creative agency 20.20 to create a unique identity and experience strategy for its proposed new 16,000 capacity stadium.
20.20 is a leading brand experience consultancy specialising in supporter engagement and research, brand positioning, brand communication and hospitality design. It’s renowned for creating memorable destinations that fans feel connected to via storytelling.
It strongly emphasises fan feedback to draw on real-life experiences for inspiration. So far, the agency has completed extensive market analysis and trend research and engaged the local Oxford community via online surveys, in-person vox pops and in-depth interviews.
The agency is a pioneer in creating successful matchday experiences and has worked with some of the world’s biggest football clubs including Arsenal, Manchester City and Liverpool FC.
The plans to build a multi-purpose stadium on land known as the Triangle, near Kidlington, include a 180-bed hotel, restaurant, conference centre, health & wellbeing space, gym and a community plaza.
Working closely with Oxford United, 20.20 will develop an identity that reflects the club's modern and inclusive vision for the venue and incorporates its history and heritage, whilst also placing the guest experience at the very heart of the venue.
“Our ambition is to build an Oxfordshire landmark which instils community pride whilst being accessible and inviting for all who visit,” explained Adam Benson, Chief Commercial & Marketing Officer at Oxford United.
“We want fans and visitors to identify with the new stadium designs and are drawing upon real-life experiences to inform decisions.
“Moving from the Kassam to our new home in Kidlington will be a significant change. However, fans can rest assured the new designs will respect our heritage and club culture.
“20.20 has an excellent track record of creating meaningful brand identities and destinations that resonate with people. They have worked on some of the most exciting projects in sport, so they are the perfect partner to support our ambition of creating an internationally recognised, award-winning new stadium.”
Jon Lee, Creative Director of 20.20 Limited added: “We’re thrilled to be part of the incredible team to create a best-in-class venue for Oxford and Oxford United. We can’t wait to share more as the project unfolds.”
