Branding a more social and less financially risky sports betting startup

Brand research

Fliff spotted a gap at the intersection of ‘found money’ and sports predictions.

The research phase helped us understand their 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.

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 positioning

Fliff is the only sportsbook that creates a social experience around sports picks, powered by ‘found money’. Sports fans can play with cashback rewards from their favorite brands. This set the direction for their brand positioning. Their app is more welcoming and friendly than a traditional sportsbook, and more exciting than existing cashback apps.

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 captures the ‘found money’ idea through a wallet and green bank note, which 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. Fliff is about rewards and finding money for users to play with.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 on 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. Reducing our money symbol to a basic shape helped us achieve a modern, timeless look.

App design

It was vital to create a brand design 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 apply the new visual identity to their app.

Brand implementation

Once the visual identity was finalised, a light touch implementation followed. As part of the initial project, we delivered:

• logo assets,
• e-signatures,
• digital and print-ready stationery,
• website,
• copywriting,
• social media profiles,
• brand guidelines.

Web design

Fliff’s website rounds out the visual identity. The brand colours are vibrant and exciting, but also functional. Green rectangles work as dashed lines that separate information and create hierarchy. They also visually tie the illustrations to the logo.

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.