The Challenge

Betting ads all look like betting ads.

The category was crowded with the same offers, the same football creative and the same acquisition mechanics.

We wanted Juicebet to feel less like a logo competing for clicks and more like a brand people encountered, talked about and participated in.

So instead of building one campaign, we built a network of moments.

Built for the Street

The street became the studio.

On-ground activation teams put Juicebet directly in front of people — creating conversations, participation and content at the same time.

The street wasn't just a distribution channel. It was where the brand came alive.

Original Formats

Content people chose to watch.

Creator Network

Borrow the audience.
Earn the attention.

Rather than using influencers as media placements, we brought them into the content itself.

Creators became faces, hosts and distribution — giving Juicebet access to audiences through formats that already felt native to the platforms they lived on.

Live Activation · Fight Night

Some brands buy attention.
We put them in the room.

Fight nights gave Juicebet something digital advertising couldn't: physical energy.

Crowds. Personalities. Competition. Cameras. Content.

The event existed in the real world — then lived again through social.

One Idea. Many Lives.

Nothing lived in isolation.

An activation became content.
Content became conversation.
Creators extended the conversation.
Events created more content.
Social took it further.

The campaign kept feeding itself.

Result

Juicebet stopped feeling like an advertiser.
It started feeling like a brand.

What started as a marketing brief became an always-on content and activation engine — connecting physical experiences, creators, entertainment and social distribution under one identity.

Across social media in the first three months of launch.

The Opportunity

Prediction markets shouldn't feel like trading terminals.

The category had become associated with complex interfaces, crypto audiences and highly technical language.

Zabili needed to feel easier, more human and more culturally relevant — something anyone could open, understand and immediately want to use.

Building the Brand

A prediction brand that didn't look like one.

We built a visual identity designed to feel closer to a modern consumer app than a traditional betting or trading product.

The system needed to work everywhere — product, social, content, merchandise, campaigns and future markets.

Brand Book

One system. Everywhere.

The Zabili brand book brought the identity together into one clear operating system — defining how the brand looks, speaks and behaves across every touchpoint.

Social From Day One

Instagram. X. Always on.

We didn't treat social as a launch announcement.

We built and ran Zabili's social presence as part of the brand itself — creating the tone, visual language, content formats and day-to-day output across Instagram and X.

The goal was consistency without looking corporate.
Fast enough for culture.
Structured enough to scale.

Product

Make prediction feel obvious.

The product experience needed to remove as much friction as possible.

Simple markets.
Clear YES / NO choices.
Strong visual hierarchy.
Fast understanding.

The objective was to make prediction feel closer to participating in culture than operating a financial product.

Free to Play

Teach the behaviour before asking for the transaction.

We created a free-to-play prediction game as an acquisition and education tool.

It gives new users a simple way to understand prediction mechanics before entering the real-money product.

The experience was designed to feel fast, familiar and competitive — with weekly predictions, simple choices and clear results.

Learn the product
by playing it.

Merch

A digital brand that could exist in the real world.

We extended the Zabili identity into merchandise designed to feel wearable rather than promotional.

Caps.
Jackets.
T-shirts.
Hoodies.

The objective was simple: create things people would actually choose to wear.

One Brand. Multiple Systems.

The work was never just a logo or an app.

Brand informed product.
Product informed content.
Content shaped social.
Social created acquisition.
Merch extended the identity into the real world.

Everything needed to feel unmistakably Zabili.

The Result

From idea to ecosystem.

Zabili became more than a product identity.

It became a complete consumer brand system — designed to work across product, social, content, acquisition, merchandise and future markets.

Verified figures to follow.

One house.
Every format.

Streaming in one room.
A podcast next door.
Clippers turning moments around in real time.
Cameras rolling.
Creators meeting.
Brands dropping in.

Instead of separating production, distribution and talent, Aura House puts the whole content loop in one place.

Built around creation.

Different spaces.
Different formats.
One ecosystem.

Built to spread.

The house isn't the destination.
It's where the content starts.

Streams become clips.
Podcasts become moments.
Moments become social.
Social brings the audience back.

Aura House is being designed around that loop from day one.

Not an office.
Not a studio.
Not quite a house either.

Pool. Bar. Creators. Guests. Brands. Cameras.

The spaces between the setups matter just as much as the setups themselves.

Aura House is designed so networking, collaboration and spontaneous content happen naturally throughout the day.

The house moves.

One concept. Different cities.

Built wherever culture is moving.

Current Status

Opening soon.

Aura House is currently in development.

The concept, environment and content model are being built by Aura Goat around one simple idea:

Put interesting people in an interesting place — and give them everything they need to create.