Pattern crafts new brand identity and iOS app design for the public launch of Lucra. wagering on sports just got a whole lot more fun and a whole lot more interesting

The digitization of sports and sports wagering is a red hot space that's just starting to come into its own. With the public launch of Lucra, wagering on sports just got a whole lot more fun and a whole lot more interesting.

With Lucra, there's no "house" to wager against and no bookies to deal with — friends create their own contests, set their own odds, and challenge each other directly. It's social, transparent, safe, and above all, lots of fun. Lucra’s tagline, "Winning is fun, beating your friends is better," encapsulates the company’s mission to bring a new form of social engagement to casual and avid sports fans alike through a marketplace of skill-based contests.

To position Lucra to gain traction and attention in a crowded space, we started off by rethinking their entire brand identity and shifting it to be more energetic & fan centric. We developed the new branding to be a super clean, scalable system that is applied consistently across both product & marketing, and punctuated it with fan-driven phrases and fan-centered value propositions.

With Lucra's core product being a native iOS app and web platform, we had to bring all of our experience in these areas to the table and in many cases, invent entirely new flows and interaction patterns to enable users to create and share contests in the easiest, most friendly and most transparent ways possible. Unlike other products and industries, sports wagering is still very nascent and regulation across states is uneven and inconsistent. Our team went deep on areas as disparate as game theory, digital finance, sports betting and legal regulations to craft an experience that resonates with the social aspects and shit-talking culture of sports while balancing the experience against the intense legal and political scrutiny inherent in the space. The result is a brand and product that the Pattern and Lucra teams are deeply proud of, and that users are already raving about.

"Thanks to the innovative work from Pattern, Lucra is now the easiest and most accessible sports wagering platform in the app store."

Dylan Robbins, CEO at Lucra Sports

"It was great working with a client team as passionate and involved as the Lucra team was" said Landon Febuary, Design Director at Pattern. "They came to us with a ton of great ideas and we were able to dive in and start collaborating, bringing our own ideas to the table early on to help redefine what a sports wagering app could be. Working as one big integrated team to define and develop this really unique, new product for the sports wagering space was a really fun and rewarding challenge."

Jenny Ta, Pattern's Senior UX Designer adds "This was a fun and unique project that helped us push our creative boundaries. It was a great challenge for us as we had to put ourselves in the mindsets of casual to advanced sports bettors, but we’re hoping after the research & time we put into thinking about these sports fans, they’ll have an app they’ll enjoy using every time their favorite teams or players are playing."

"We couldn't have had such a successful launch without our team at Pattern" said Dylan Robbins, CEO at Lucra Sports. "The team went above and beyond to create a sleek and modern user interface and experience for our product that our users are loving. Thanks to the innovative work from Pattern, Lucra is now the easiest and most accessible sports wagering platform in the app store."

About Lucra Sports
Lucra Sports is a peer-to-peer sports gaming platform that allows fans to compete with their friends. Lucra’s tagline, "Winning is fun, beating your friends is better," encapsulates the company’s mission to bring a new form of social engagement to casual and avid sports fans alike through a marketplace of skill-based contests. Designed primarily to facilitate social interactions within its community, Lucra users can create highly customizable and quick touch player vs. player contests to send to a friend, group, or the Lucra public feed. Lucra’s tagline, "Winning is fun, beating your friends is better," encapsulates the company’s mission to bring a new form of social engagement to casual and avid sports fans alike through a marketplace of skill-based contests.

About Pattern
Pattern is a digital design & e-commerce agency that helps brands succeed in the experience economy. We design modern brands, eCommerce experiences, products & platforms that help founders, disruptors and visionaries find their place at the intersection of culture, community & commerce.