Research and a brand system for the marketing and product communication of a betting platform
Ubet was preparing a brand and advertising communication refresh for the Kazakhstani market. The updated brand needed to work across video, integrations, promotional campaigns and cross-marketing projects.
Before developing new communications, we needed to understand how experienced and potential players choose a sportsbook, what influences their choice and how Ubet could stand apart from competitors.
The brand system was integrated into Ubet’s internal production process for regular advertising, product and offline output.
Winner of the 2025 Metaratings Top Awards in the Best Betting Brand category.
Before working on the visual system, we interviewed players. Experienced players chose a sportsbook based on odds, bonuses, withdrawal speed and platform convenience. They were not loyal to one company and switched wherever the terms were better. Potential players were less able to tell sportsbooks apart and relied more often on a familiar name, recommendations and a first-bet bonus.
Based on this, we established layout principles for different media: event and benefit first, then action, and only then graphics. Odds and conditions needed to remain foregrounded.
At the same time, we analysed communication from Ubet and other sportsbooks in Kazakhstan. Sports imagery, dark backgrounds, promo codes and overloaded layouts recurred throughout the category. The brand could not look like just another odds banner. Yet the advertising still needed to be immediately recognisable as betting.
Player conversations helped us choose one word for the central idea: “dvizh”. It sounded familiar to Kazakhstan’s audience and connected sport, risk, lifestyle and community.
After developing and selecting the concept, we refined Ubet’s existing logo, set consistency rules and created graphics from moving modules. Their motion referenced changing odds and the course of sporting events.
We selected a typeface and configured four modes for different tasks. In addition to the advertising palette, each sport received its own colour marker in the interface to simplify navigation.
The art direction and photography style combine sport, fashion and lifestyle. We used unusual angles, motion and emotion. Dark tones conveyed drive and excitement, while light tones conveyed reliability.
We established two motion modes. Acceleration was used for fast, energetic promotions; pulsing highlighted a benefit or CTA.
A UX audit of Ubet’s previous pages showed that promotion rules made it difficult to find the bonus conditions and understand the activation sequence. We therefore restructured the pages. Conditions were divided into sequential steps, while restrictions were separated out. To reduce cognitive load in promotions with lengthy terms, we also proposed interactive mechanics such as choosing a bonus card.
The result was a component library and four templates that enabled the Ubet team to assemble new promotional pages for different campaigns.
Advertising graphics could not be used unchanged in the interface. Players work with odds, build a bet slip and review tables and statuses at the same time. We therefore made the product graphics calmer while keeping data and primary actions in the foreground.
For the platform, we prepared UI recommendations and 14 banners and cards. We designed 20 sports screens and created 84 icons for product and marketing materials.
We assembled the brand book as a working file containing rules and links to ready-to-use materials. Along with it, Ubet received Figma templates, motion templates, offline layouts, UI recommendations, icons and source files. The internal team integrated the entire system into its production process.
