Keeps, a young brand at the intersection of sports, investment, and digital technology, has introduced a new identity and communication system created by the agency Velvet Badger. The team joined the project at an early stage and helped shape the brand as a unified ecosystem, in which all elements from the name to the visual language are connected to the business goals and the product.
The name Keeps conveys the idea of ownership and preservation of both material and emotional values. It combines the financial side of sports fandom with fans’ personal attachment to their teams, expressing a sense of participation and belonging. The brand’s main goal is to give fans a tool to manage their future, including both financial and emotional aspects.
The Keeps symbol is a geometric letter K made up of four elements. Each element corresponds to one of the company’s directions: stocks, streaming, social media, and sports. The shape of the mark is based on a combination of movement and balance, with smooth lines expressing energy and symmetry creating a sense of order and stability.
The visual identity is built on the feeling of depth and flexibility. The typeface is confident and simple, equally suitable for interfaces, advertising, and short user interactions. The team deliberately moved away from fintech clichés and adopted a communication style closer to sports fans, emphasizing emotional expression, humor, and a sense of genuine involvement.
The content strategy combines the energy of sports and financial education. All materials, including videos and social media posts, help the audience understand investments and feel part of a community where sports and capital work together.
Keeps is designed as a system where product, style, and user experience are interconnected. Everything is built so that interaction with the brand feels natural, clear, and creates a desire to remain part of its world.