Keeps
Brand Creation
The Project
As sport becomes more fragmented than ever, Keeps set out to rewrite the rules of fan engagement. Their ambition was bold: to create a new digital economy for sport, where fans watch, own, invest, and interact.
The challenge? Build a brand that could unify multiple services while resonating with a global, mobile-first audience.
Roles
Nomenclature, Brand Strategy, Product Strategy & Development, Visual Identity, Messaging, Digital Delivery, Creative Campaigns
Brief
Velvet Badger were brought in early as long-term strategic partners. Our goal was broad but vital: define the Keeps brand from the ground up, establish a design system that could evolve with the product, and ensure every creative decision laddered up to business ambition. We embedded ourselves in the process, helping shape the product roadmap and offering our full range of expertise to support the brand's growth.
Identity
The name 'Keeps' was born out of a desire to own the emotional and financial future of fandom. It evokes a sense of holding onto something valuable, enriching the user's connection to their favourite sports, teams and athletes. The name also resonates with the idea of holding true to one's beliefs and passions, mirroring the dedication and loyalty sports fans have towards their clubs and idols.
The Keeps symbol is a bold, geometric “K” built from the four distinct forms each representing one of the brand’s products: Shares, Streaming, Social and Sport. It’s designed to feel dynamic and balanced, like sport in motion. The curves and cuts give it energy, while the symmetry adds structure.
Brand
Expression
The real challenge is turning an idea into something that breathes through design, speaks through copy, moves through content, and lives across every experience. That was the journey with Keeps.
We built a flexible brand system rooted in motion, energy and layered meaning. The typeface is purposeful, bold and full of character. It adapts across formats, from campaign headlines to micro-interactions within the product.
We didn't want Keeps to sound like your average fintech or fan app. So, we defined personality traits, along with a complete verbal identity and tone of voice. One that sides with the supporter.
Our social and content strategy for Keeps brings together the emotional pull of sport and the financial world of fan investment; driving awareness, engagement and reinforcing the brand's bold personality. We focus on content that celebrates access, ownership, and the intersection of fandom and financial insight. Every post, reel and story is designed to educate, entertain, or empower fans. With a modular storytelling system and a distinctive tone of voice, the Keeps brand consistently stands out in a crowded category.
Product
Strategy
The Keeps brand was designed to be fully integrated into the product, with every feature constructed around brand utility. Our role extended into UX and UI, content structure and product naming. We ensured the Keeps brand felt consistent and intuitive across each fan interaction.
