Branding a social sportsbook startup

Brand research

The research phase helped us understand Fliff’s vision, market and competition.

We dissected their existing identity and brands they aspired to be like. We took the team through exercises that explored different aspects of branding to reveal opportunities for improving their own brand.

We identified that the brand needed to attract casual and novice gamers, and it also had to appeal to existing users, investors and Fliff’s growing team.

Brand strategy

In-depth discussions and workshops helped the Fliff team clarify what their brand stood for.

A clear identity is the foundation of a strong brand. We defined Fliff’s purpose, core values, personality and ambitions.

Brand design

With an existing brand, app and user base, it was crucial that all stakeholders had time to align on the direction.

The word ‘fliff’ is a slang term for money that is easily spent. It’s not a widely recognised expression, so it was important to reflect the name’s meaning through design. We ran a series of sprints to arrive at an outcome that inspired everyone.

Logo design

The logo mark is a stylised depiction of a wallet and a green bank note, which together form the letter F. The Fliff team provided the early designs for the logo. We fine-tuned the symbol and redesigned the wordmark.

Visual identity

We worked closely with the Fliff team to develop their colour palette and typographic style. After the name and brand mark, it felt like a natural progression to build the visual identity around the money element of the logo.

We designed a range of patterns using vibrant green rectangles against a navy background. This created a simple yet striking visual language. The rectangles behave like cash. They often appear to be falling randomly from the sky. But they can also be lined up neatly as if they were coming off the printing press. By reducing our money symbol to a basic shape, we achieved a modern, timeless look.

Brand implementation

Our initial sprint deliverables included logo assets, e-signatures, stationery, website, copywriting and social media assets. Many of these items have been updated and superseded by new work as we’ve evolved the brand throughout the years. For example, we used stock illustrations to meet the strict deadlines of the sprint process. Later on we supported the Fliff team with creative direction to develop their original 3D characters.

Web design

We designed a bespoke, customer-facing website for Fliff. The brand comes to life through interactivity, 3D characters, vibrant colours and animation.

App design

It was vital to create a visual identity that could be applied to the existing Fliff app. We tested a wide range of colour palettes, created light and dark modes and designed splash screens. The Fliff team was also provided with guidance on how to implement the new brand on their app.

Brand guidelines

We summarised the brand identity and the foundations of the visual language in a brand book. Many people will interact with Fliff’s brand in the coming years as the company grows. Guidelines will be essential to maintain clarity and consistency.