Building a Bold Brand and Flexible Design for a Sportsbook Platform 

Background

In developing BetSymphony’s sportsbook platform, branding and UI/UX design were blended together. Our team began by conducting a comprehensive market analysis, studying both traditional competitors with outdated designs and newer players introducing fresh perspectives. We also reviewed user feedback to pinpoint the strengths and weaknesses of existing platforms. 

This analysis helped shape BetSymphony into a flexible and modern platform. Offering both dark and light themes for user convenience, the platform allows clients to further customize the design to align with their branding. This adaptability ensures that BetSymphony not only stands out in a competitive market but also provides a user-friendly experience tailored to each operator’s needs. 

Client

Symphony Interactive is part of a group of companies alongside Symphony Solutions. The mission is to deliver insightful, user-focused solutions that adapt to the fast-changing iGaming landscape. With a strong commitment to technology and customer experience, we collaborate closely with our clients to craft tailored products that inspire success and set new industry standards.

“After years of helping clients build custom solutions for their needs, we’ve always dreamed of launching our own iGaming products. That day has finally come.”

Valentina Synenka

CEO at Symphony Interactive

Challenges

The initial challenge for the Symphony Solutions design team was to create a distinctive brand identity for BetSymphony in the highly competitive sports betting industry. With numerous platforms targeting the same audience, BetSymphony needed to stand out by resonating emotionally and intellectually with users. The design team was tasked with crafting a brand that embodied strength, wisdom, and trust—moving away from the typical “fast and flashy” aesthetic common in the industry. The goal was to create a brand that not only attracted users but inspired them to see sports betting as more than just a transaction, elevating the experience to something more meaningful. 

Following the brand creation, the second challenge was designing a sportsbook platform that balanced modern design trends with flexibility. The platform had to be adaptable for businesses using BetSymphony to customize it according to their branding while preserving key elements that traditional sportsbook users would find familiar and intuitive. 

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Solution

BetSymphony’s brand identity was built on the Hero and Sage archetypes. The Hero represents strength, courage, and personal triumph, while the Sage embodies wisdom and trustworthiness. Together, these archetypes shaped a brand that motivates users to rise to their best selves while ensuring reliability and trust in the platform. A central metaphor for the visual identity was the myth of Prometheus, the Greek hero known for bringing fire to humanity, symbolizing the power of knowledge and innovation. Much like Prometheus brought fire and innovation to humanity, BetSymphony brings the source code to sportsbook providers. This powerful imagery, symbolizing the core message of “Unleash Your Inner Hero,” was integrated into BetSymphony’s branding. 

The images of ancient gods, combined with modern sports elements—such as a Gorgon wearing swimming goggles or a marble football player—further embodied the idea of ancient heroes brought to life through contemporary sports. These visuals blend ancient wisdom with modern innovation, perfectly representing the brand’s dual archetypes: the Hero and the Sage.  These visuals conveyed the platform’s message of personal empowerment and the blending of mythology with athleticism. The red and blue color palette emphasized the brand’s duality, with red representing the Hero’s passion and blue symbolizing the Sage’s wisdom. 

When it came to the design of the sportsbook platform, the Symphony Solutions team followed a structured approach: 

• Competitor Analysis: Our team conducted an in-depth study of both traditional and innovative competitors in the sports betting industry. This analysis helped us identify outdated yet familiar elements and innovative features, providing insights into creating an effective, user-friendly platform. 

• Defining Design Goals: We set out to create a modern platform that was both visually appealing and intuitive for users of varying experience levels. The design was aimed at combining innovation with simplicity. 

• User Feedback Analysis: By analyzing user feedback from competitors’ platforms, we identified pain points like navigation complexity. We addressed these issues in our design while incorporating best practices that users appreciated. 

• Balancing Modernity and Familiarity: The interface was designed to be modern while preserving familiar elements for traditional sportsbook users. This balance allowed for innovation without alienating users accustomed to conventional designs. 

• Real-Time Data Optimization: A key design focus was ensuring minimal latency for real-time data updates, especially during live betting. Through backend and frontend optimization, we delivered a seamless experience with fast performance. 

• Flexible Design: Since BetSymphony platform adapts to client’s design, we designed the platform with flexibility in mind. Companies can customize the platform to fit their brand, choosing between dark and light themes and tailoring the user interface to their specific style, though color schemes are customizable only at the company level. 

This combination of strong branding, rooted in mythological imagery, and a modern yet flexible design ensured that BetSymphony embodied the spirit of personal empowerment and at the same time offered an intuitive and customizable experience for users and operators alike.

Results 

The combined efforts of branding and design resulted in the following key outcomes: 

• Bold and Visually Captivating Brand Identity: BetSymphony’s brand stood out in the market with statues of athletes brought to life, reflecting the platform’s core message to “Unleash Your Inner Hero.” The blend of classical imagery and modern sports created a striking visual identity that captured users’ imaginations while reinforcing the brand’s promise of empowerment. 

• Resonance with Users: The brand’s distinctive visual identity, paired with a balanced communication strategy, is designed to resonate deeply with users. The integration of ancient symbolism, modern sports imagery, and the Hero/Sage archetypes gave the platform a unique positioning in the competitive sports betting industry. 

• Strong Brand Identity and Market Differentiation: BetSymphony’s brand identity fosters a lasting emotional connection with its audience. The combination of empowering visuals and trustworthiness ensures BetSymphony’s differentiation in a crowded market, positioning it as a platform with long-term potential. 

• Mobile-Optimized Design: The platform was developed with a strong focus on mobile use, ensuring fast performance and a convenient live betting experience. This mobile-first approach enhanced the user experience, particularly during live events. 

• Customizable for Clients: BetSymphony’s solution allows clients to easily customize the platform with their branding. Clients can select themes and add stylistic elements of their own, making the platform flexible and adaptable to their specific needs. 

• Integration of Sage Archetype into Platform Design: The brand’s Sage archetype, symbolizing trust and competence, was implemented through a clear visual style and intuitive interface. This gave users a sense of security and reliability, which are key in the iGaming and sports betting industries. 

• Flexible and User-Friendly Platform: BetSymphony is a highly adaptable product designed to meet the needs of companies in the betting and iGaming industry. Its fresh design was paired with a user-friendly interface, making it easy for clients to tailor the platform to their requirements.