An international identity that reflects partnership, team spirit and sports. We worked with gaming industry veterans to launch their tech startup brand.
We collaborated with Fliff, a US-based startup, to distill their brand strategy and elevate their visual identity. Fliff offers a more inviting, more social and less financially risky alternative to traditional sports betting.
The brand needed to attract casual and novice sports bettors who are new to the game. It also had to appeal to existing users, investors and Fliff’s growing team.
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.Learn about Brand Purist’s brand research service
A clear identity is the foundation of a strong brand. We defined Fliff’s purpose, core values, personality and ambitions.Learn about Brand Purist’s brand strategy service
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.Learn about Brand Purist’s brand positioning service
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.Learn about Brand Purist’s brand design service
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.Learn about Brand Purist’s logo design service
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.Learn about Brand Purist’s visual identity service
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.Learn about Brand Purist’s app design service
Once the visual identity was finalised, a light touch implementation followed. As part of the initial project, we delivered:
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.Learn about Brand Purist’s web design service
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.Learn about Brand Purist’s brand guidelines service