# Fliff • Branding a social sportsbook startup

A brand to excite gamers, investors and talent. We distilled the brand strategy and elevated the visual identity for this social sportsbook startup.

**Written by:** Bence Bilekov, Founder of Brand Purist

[Video: Fliff branding](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-animation-brandpurist-bence-bilekov.mp4)

## Overview

Fliff, a US-based startup, offers a more inviting, more social alternative to traditional sportsbooks.

Our collaboration with Fliff began with a [brand sprint](/brand-sprints/) focused on distilling their brand strategy and elevating their visual identity.

The initial sprint was a great success and we continue to support Fliff on their branding journey. The designs on this page reflect this evolving work, and go beyond the deliverables of a brand sprint.

![Fliff’s website homepage showcased on a large display.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-web-design-brandpurist-bence-bilekov-2800.jpg)

> "We now have a complete identity that can be applied across any asset and have gotten overwhelmingly positive feedback from our team, investors and, most importantly, our users."
> — Matt Ricci, CEO, Co-Founder of Fliff

![Fliff’s app displayed on a mobile phone.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-app-screen-brandpurist-bence-bilekov-2800.jpg)
*Video: Animation of green rectangles, like money, falling behind the Fliff logo.*

#### 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.

[Learn more about our brand research service](/branding-services/brand-research/)

#### 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.

[Learn more about our brand strategy service](/branding-services/brand-strategy/)

![Fliff advertising on a large outdoor billboard.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-billboard-brandpurist-bence-bilekov-2800.jpg)

> "We came to Brand Purist to create a new visual identity, but the sprint process went much beyond that in also helping us refine our core values and vision for the brand."
> — Matt Ricci, CEO, Co-Founder of Fliff

*Video: Video featuring the Fliff website’s interactivity and animations. *

#### 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.

[Learn more about our brand design service](/branding-services/brand-design/)

*Video: Animation showcasing Fliff’s original logo concept and its refined version.*

##### 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.

[Learn more about our visual identity service](/branding-services/visual-identity/)

![Man wearing a dark blue baseball cap with Fliff logo and green money pattern, overlooking a baseball stadium.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-cap-brandpurist-bence-bilekov-2800.jpg)

![Business card designs featuring Fliff’s logo and brand expressions derived from their mark.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-business-card-designs-brandpurist-bence-bilekov-2800.jpg)
![Letterhead and compliment slip designs with Fliff’s branding.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-stationery-design-brandpurist-bence-bilekov-2800.jpg)

![Visual of a Fliff’s branded Linkedin profile.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-social-media-brandpurist-bence-bilekov-2800.jpg)

##### Web design

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

[Learn more about our web design service](/branding-services/web-design/)

*Video: Fliff’s website designs shown on tablets.*

![Fliff’s app interface design with the new visual identity applied.](/branding-projects/fliff-social-sportsbook-branding/fliff-social-sportsbook-branding-app-design-brandpurist-bence-bilekov-2800.jpg)

##### 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.

[Learn more about our brand guidelines service](/branding-services/brand-guidelines/)

*Video: Pages from Fliff’s brand guidelines showcasing their brand identity.*