At Stone Ward, we are proud to have spearheaded and guided the brand creation of Ozark United FC, a professional soccer team reflecting the unity, diversity, and passion of Northwest Arkansas. This vibrant brand was officially unveiled by USL Arkansas on October 3 and is a testament to the collective spirit of the region, designed to inspire success both on and off the field.
The Stone Ward strategy team worked closely with the soccer club to ensure every detail of its branding told a story. After gathering over 10,000 responses from digital forms and surveys, hosting over 1,000 one-on-one community conversations, and 16 listening sessions with the team’s “founding fans”, we adopted a community-centric approach. This collaboration ensured that Ozark United FC is not just a team; it’s a brand that belongs to the people, reflecting their pride and passion for the game.
Drawing inspiration from the breathtaking landscape of Northwest Arkansas, our creative team made sure the Ozark United FC brand highlights the region’s rugged terrain and rich cultural heritage. The “O” crest represents the iconic mountains, while the interwoven “O-Z” monogram symbolizes the interconnected cities of Bentonville, Rogers, Springdale, and Fayetteville. The ascending stripes symbolize the region’s potential, while shades of green nod to the Ozark forests.
At the bottom of the design lies the Arkansas State motto, Regnat Populus (“The People Rule”), reinforcing the club’s commitment to being a club by and for the fans. The design features the number 25 set within a diamond, honoring Arkansas as the 25th state in the Union and showcasing our state’s unique association with natural diamonds. The club’s name is displayed in a contemporary, clean typeface (Sofia Sans), symbolizing an innovative approach and deep local roots.
Seeing this Stone Ward work come to life with Ozark United FC exemplifies so many of our principles–great work truly comes from great clients, and collaboration and exceptional creative work are made easy when we positively impact people and communities. This soccer team truly embodies our Building Good philosophy, and we can’t wait to see Ozark United FC officially take the field!