v1.2
Same Moment. Bigger Payout.
America's #1 Sports Prediction Market. This is the source of truth for the ProphetX brand — visual standards and messaging hierarchy — for internal teams, agencies, partners, and SaaS integrations.
Hero Tagline
Same Moment. Bigger Payout.
Community Line
We know sports.
Brand / Credibility Anchor
America's #1 Sports Prediction Market.
What's in this system
Section Contents Key for
ColoursTokens, ramps, approved combinationsAll stakeholders
TypographyOswald + Inter — hierarchy, pairings, type rulesAll stakeholders
Logos8 variants, misuse examples, photo usageAll stakeholders
DownloadsFonts, SVGs, colour files, Figma linksExternal partners
MessagingMission, taglines, pillars, tone, AI guidelines, vocabularyAll stakeholders + partners
Product fundamentals
Model
Sports prediction market. Users trade against each other — not a house. No internal trading desk.
Key Differentiator
Set your own price on any outcome and trade either side of any market. You're not stuck taking what the house offers — you are the market.
Positioning
Pro-consumer, pro-fan alternative to sportsbooks. The market knows. Do you?
Contact
Colours
Colour Tokens
All creative work references these tokens. Click any token to copy its hex value. The colour system has a strict hierarchy: green is primary, blue is secondary, navy is structural. Red is a restricted accent — it signals losses and alerts, never fills or primary uses.
Primary
Green
CTAs, wins, success states, brand highlights, interactive focus. The dominant accent — use it with intent.
Secondary
Blue
Lay / NO side indicators, data accents, secondary interactive states. Supports green — never competes with it.
Structural
Navy
All backgrounds, surfaces, borders, framing, and text on light. The canvas the brand lives on.
Restricted
Accent only
Red
Losses, alerts, negative states, specific emphasis only. Never use as fills, backgrounds, primary actions, or general design elements.
Full palette
green-500#52CEA6
blue-500#44ADDE
white#FFFFFF
navy-900#0C1022
navy-800#11162C
navy-700#1A2135
navy-600#2A324A
navy-200#787C8E
light-bg#E8EDF5
red-500#F2586B
green-500
#52CEA6
Primary — CTAs, wins, success, brand highlights
Copy ↗
blue-500
#44ADDE
Secondary — Lay/NO side, data accent, interactive states
Copy ↗
navy-900
#0C1022
Structural — page / deepest background
Copy ↗
navy-800
#11162C
Structural — cards, nav, sidebar
Copy ↗
navy-700
#1A2135
Structural — elevated surfaces, rows, modals
Copy ↗
navy-600
#2A324A
Structural — borders and dividers
Copy ↗
navy-200
#787C8E
Structural — secondary text, labels, timestamps
Copy ↗
navy-text
#1B2242
Structural — primary text on light surfaces only
Copy ↗
light-bg
#E8EDF5
Structural — light-mode canvas, slide backgrounds
Copy ↗
red-500 Restricted
#F2586B
Accent only — losses, alerts, negative states, specific emphasis. Never fills or primary actions.
Copy ↗
Colour ramps
Green — Primary
200
400
500★
600
700
Blue — Secondary
200
400
500★
600
700
Navy — Structural
50
100
200
300
400
500
600
700★
800★
900★
Light — Structural — derived from navy scale, lightest end
100★
200
300
400
500
T
#E8EDF5
Structural base — page canvas
#D8DEEA / #CACFE0
Card surfaces, elevated panels
#BCC2D6 / #B0B5CC
Borders, dividers, muted elements
#FFFFFF — Text and type only. Not included in the surface ramp. Never use white as a background or surface in light mode — it breaks the depth hierarchy. #E8EDF5 is the lightest surface.
Red — Restricted accent
Losses · Alerts · Negative emphasis only
200
400
500★
600
700
Use red exclusively for losses, negative P&L, alerts, and specific points of emphasis. Never as a fill, background, CTA colour, or general design element. If you're reaching for red outside those contexts, reach for green or navy instead.
Dark surface stack
#0C1022navy-900 — Page background (deepest)
#11162Cnavy-800 — Cards, nav, sidebar
#1A2135navy-700 — Elevated surfaces, rows, modals
#2A324Anavy-600 — Borders and dividers
Light surface stack
#E8EDF5light-100 — Page background (structural base)
#D8DEEAlight-200 — Cards, elevated panels
#CACFE0light-300 — Raised surfaces, modals
#BCC2D6light-400 — Borders and dividers
#FFFFFFwhite — Text and type only. Never use as a background or surface.Not a bg colour
In light mode, #E8EDF5 is the structural background — not white. White is reserved for text and type only. Using pure white as a background or surface in light mode breaks the depth hierarchy and flattens the design.
Downloads
Need the tokens?
Grab the full colour system — JSON, CSS variables, and Figma-compatible format.
Download colours
Colours
Colour Combinations
Two theme legends — one dark, one light. Every colour role in context at a glance.
Dark Theme
Canvas #0C1022 · Cards #11162C
Typography
Same Moment. Bigger Payout.
Primary body — white #FFFFFF
Secondary text, labels — navy-200 #787C8E
Accents
Trade Now
CTA — green-500 · dark text
YES +180 +465 Back / YES — green-500
NO −220 ● −480 Lay / NO — blue-500
▼ −$22.00 Losses & alerts only — red-500
Surfaces
#0C1022
Page
#11162C
Cards
#1A2135
Elevated
#2A324A
Borders
Light Theme
Canvas #E8EDF5 · Cards #D8DEEA
Typography
Same Moment. Bigger Payout.
Primary body — navy #1B2242
Secondary text, labels — #3D4566
Accents
Trade Now
CTA — green-600 · dark text
YES +180 +465 Back / YES — green-700
NO −220 ● −480 Lay / NO — blue-700
▼ −$22.00 Losses & alerts only — red-600
Surfaces
#E8EDF5
Page
#D8DEEA
Cards
#CACFE0
Elevated
#BCC2D6
Borders
#FFFFFF — text & type only. Never a background.
Colour roles: Green = back/YES, wins, CTAs. Blue = lay/NO, selected states, data accents. Red = losses and alerts only — never decorative. Use darker steps (600/700) of green and blue on light surfaces.
Dark theme — do's & don'ts
Do
  • ✓Use #0C1022 or #11162C as your page and card backgrounds
  • ✓White (#FFFFFF) for all primary type
  • ✓Navy-200 (#787C8E) for secondary text and labels
  • ✓Green-500 (#52CEA6) for CTAs, wins, and YES/back odds
  • ✓Blue-500 (#44ADDE) for NO/lay odds and selected states
  • ✓Dark text (#0C1022) on green CTA buttons
Don't
  • ✗Use red for headlines, CTAs, or any positive action
  • ✗Use green or blue as section or panel backgrounds — navy only for structural surfaces
  • ✗Place white text directly on green or blue surfaces
  • ✗Use navy-200 (#787C8E) as primary text — it's secondary only; use white for headlines and primary copy
  • ✗Introduce accent colours outside green, blue, and red
Light theme — do's & don'ts
Do
  • ✓Use #E8EDF5 as your page background — it's the structural base
  • ✓Navy (#1B2242) for all primary body type
  • ✓#3D4566 for secondary text, labels, and captions
  • ✓Green-600 (#3CC39B) for CTAs — darker step ensures contrast
  • ✓Green-700 / Blue-700 for YES/NO odds on light surfaces
  • ✓Dark text (#0C1022) on green CTA buttons
Don't
  • ✗Use #FFFFFF as a background or surface — text only
  • ✗Default to green-500 or blue-500 for accent text on light — use the 600/700 steps for body-size text
  • ✗Use red for anything except losses, drops, and alerts
  • ✗Use green or blue as section or panel backgrounds — they're accents, not structural surfaces
  • ✗Mix dark navy surfaces with light-mode type — pick one theme
Downloads
Need the tokens?
Grab the full colour system — JSON, CSS variables, and Figma-compatible format.
Download colours
Typography
Hierarchy
ProphetX uses two typefaces: Oswald for headlines and display, Inter for body and supporting copy. Together they carry the entire brand — ads, social, decks, landing pages, docs, reports, briefs, email. Both are SIL Open Font Licence, so agencies and AI tools can use them freely.
Hard Rule — Type is always clean
Typography never carries gradients, textured overlays, glows, or graphic fills. Type stays singular, flat, and unobstructed — that's how we hold an upmarket, F1-grade feel. The only surface that may carry the brand gradient is the ProphetX X mark, and only per logo rules.
Full hierarchy — Oswald + Inter
SIL Open Font Licence
Same Moment.
Bigger Payout.
--font-headline
Oswald Bold · 700
Campaign titles, hero headlines, stat values
America's #1 Sports Prediction Market.
--font-subhead
Oswald SemiBold · 600
Sub-sections, card headers, supporting display
We know sports.
--font-body-semi
Inter SemiBold · 600
Table headers, metadata labels, badge text
Callouts, emphasis, and UI labels in collateral.
--font-body-med
Inter Medium · 500
Callouts, emphasis within body, UI labels
Every market on ProphetX is user-driven — you set the price, not a sportsbook. No house cut, and better odds on every trade. Built by sports obsessives, for sports obsessives.
--font-body
Inter Regular · 400
Paragraphs, descriptions, table content
Regulated prediction market. Available in supported U.S. states. More coming post-CFTC designation. See terms.
--font-ui-small
Inter Regular / Small · 400
Timestamps, footnotes, fine print
Token reference
Token Value Use for
--font-headlineOswald Bold / BlackCampaign titles, section headers, CTAs, stat values
--font-subheadOswald SemiBold / MediumSub-sections, card headers, supporting display
--font-bodyInter RegularParagraphs, descriptions, table content, captions
--font-body-medInter MediumCallouts, emphasis, UI labels in collateral
--font-body-semiInter SemiBoldTable headers, metadata labels, badge text
--font-ui-smallInter Regular / MediumTimestamps, footnotes, fine print, secondary metadata
Context — where each typeface belongs

Oswald is the brand voice. Inter is the reading voice. The context determines which leads.

Advertising & Creative
Ads · Social · OOH · CTV · Text on photography
SAME MOMENT.
BIGGER PAYOUT.
TRADE NOW ON PROPHETX
Oswald Bold or Black for all headlines — no exceptions
Sub-headline if needed: Inter SemiBold or Bold, ALL CAPS only
Never use Inter as the headline or display typeface in ads
Never use lowercase Inter on busy backgrounds or photography overlays
Long-form & Documents
Decks · Reports · Memos · Email · Descriptions
Q2 2026 — Market Overview
ProphetX markets delivered tighter spreads across all major moneylines in Q2. Straight trade volume grew 34% quarter-on-quarter as sharp traders migrated from traditional books.
Oswald for section titles and slide headers
Inter Regular or Medium for body paragraphs — sentence case
Inter SemiBold for table headers, labels, and callout text
Don't use Oswald for body paragraphs — it's a display face, not a reading face
Never — Lowercase Inter on busy backgrounds
Sentence-case Inter disappears on photography, textured overlays, or anything with visual noise. If you need supporting text on a busy background, it must be Inter SemiBold ALL CAPS or pull the type off the image entirely. Lowercase Inter is a reading face — it belongs in clean, document-style environments.
Oswald — 6 weights, no italics
Oswald Bold
Oswald · 700
Hero headlines, campaign lockups, stat values
Oswald SemiBold
Oswald · 600
Sub-sections, card headers
Oswald Medium
Oswald · 500
Supporting display, eyebrows at large sizes
Oswald Regular
Oswald · 400
Editorial display, secondary headlines
Oswald Light
Oswald · 300
Display, sparingly
Oswald ExtraLight
Oswald · 200
Decorative display, large sizes only
Inter — full library, three optical sizes (18pt · 24pt · 28pt)
The brand book loads Inter 24pt as the default. Use 18pt for tight UI / table cells; use 28pt for print and large headings. All weights ship with matching italics.
Inter Black
Inter · 900
Numerical emphasis, key data callouts
Inter ExtraBold
Inter · 800
Stat headlines in body, infographics
Inter Bold
Inter · 700
Strong UI labels, eyebrows, badges
Inter SemiBold
Inter · 600
Table headers, metadata labels, badge text
Inter Medium
Inter · 500
Callouts, emphasis within body, UI labels
Inter Regular
Inter · 400
Paragraphs, descriptions, table content
Inter Light
Inter · 300
Captions, supporting text on light backgrounds
Inter ExtraLight
Inter · 200
Display only — never below 18px
Inter Thin
Inter · 100
Display only — never below 24px
Inter Italic (all weights)
font-style: italic
Editorial emphasis in body — sparingly
Downloads
Get the type system
Oswald (6 weights) and Inter (full library, 18pt / 24pt / 28pt optical sizes). Both SIL Open Font Licence — agency- and AI-tool-safe.
Download fonts
Typography
Pairings
How Oswald and Inter combine across the contexts you'll work in — campaigns, decks, reports, and slides. Same hierarchy every time: Oswald for impact, Inter for everything else.
Pairings in context
Campaign / Hero layout
SAME
MOMENT.
BIGGER
PAYOUT.
Oswald · 700
America's #1 Sports Prediction Market.
Oswald · 600
Same game. Same trade. More money back.
Inter · 400
Stat callout — social or deck
+18%
Oswald · 700 · stat value
Lay-side trade adoption
Inter · 600 · metadata label
Quarter-over-quarter growth across all major sports — Q1 2026.
Inter · 400
Document / Report layout
Market Intelligence Brief — Q2 2026
Oswald · 700
Executive Summary
Inter · 600 · green-500 · UPPER
NFL markets continue to represent the highest liquidity segment, accounting for 41% of total Q1 trading volume. Lay-side trade adoption increased 18% quarter-over-quarter across all major sports.
Inter · 400
Light-mode / Slide layout
Investors · Q2 2026
Growth Overview
Oswald · 700 · #1B2242
Strong Q1 performance across all major sports categories. Market depth improving ahead of CFTC licensing milestone.
Inter · 400 · #3D4566
Type rules
Never on type — gradients, overlays, fills
Type stays singular and flat. No gradient fills, no textures behind letterforms, no glows, no metallic effects.
Only exception: the ProphetX X mark may carry the brand gradient — and only per the rules in the Logos section.
Capitalisation
ALL CAPS — column headers, eyebrows, nav categories, date/time stamps. Best in Oswald 600+ or Inter 600.
Title Case — team/player names, CTA buttons, section titles.
Sentence case — body copy, descriptions, tooltips, legal.
Italics
Use Inter italic for editorial emphasis in body copy and long-form documents.
Oswald has no italics by design — don't synthesise them. If you need a slanted display feel, switch to Inter italic at the same size.
Never apply italics in tabular data, odds, prices, or buttons.
Minimum sizes & optical sizing
Print body — 9pt minimum. Digital body — 12px minimum.
Inter ships in three optical sizes: 18pt (UI / tight), 24pt (default), 28pt (print / large display). Match the cut to the size.
Inter Thin / ExtraLight only above 24px on dark; never used in body.
Downloads
Get the type system
Oswald and Inter — both SIL Open Font Licence. Free for agency and AI tool use, no licensing friction.
Download fonts
Building inside the app? The app uses a separate design system with its own typeface. It lives in Figma and isn't distributed through this brand book.
App design system in Figma
Logos
Variants
Six core logo variants — grouped by X-mark family. Always pull from the official SVG files. Never recreate or approximate the mark.
⚠ Note: The white flat X mark (on-colour variants) uses slightly different path geometry than the gradient X mark. Both are approved — do not mix them within a single treatment.
Gradient X family — primary use

Use for almost all contexts — web, digital, partner decks, and any surface where the teal gradient can render cleanly. The gradient X pairs with the white wordmark on dark surfaces and the navy wordmark on light surfaces.

Primary — Dark
White wordmark + teal gradient X. Use on navy-900, navy-800, or any dark surface.
Gradient X
Primary — Light
Navy (#1B2242) wordmark + teal gradient X. Use on #E8EDF5, #FFFFFF, or any light surface.
Gradient X
Icon Mark — Gradient
Teal gradient X only. Use on dark or light surfaces — favicons, app icons, social avatars.
Gradient X
White flat X family — on-colour & solid surfaces

A flat all-white alternative for green-500, other brand colours, or solid-navy surfaces where a single-tone treatment reads better. Use at your discretion alongside the gradient family — just don't mix gradient X paths and white flat X paths in the same treatment.

On Colour — Logo
All white, flat — no gradient. Use on green-500 or other brand colour surfaces.
White flat X
On Colour — Icon
White flat X mark only. Use on green-500 or coloured backgrounds where the wordmark isn't needed.
White flat X
On Colour — Dark Navy Background
The on-colour white variant also works on dark navy (#1B2242) when a flat all-white treatment is preferred over the gradient.
White flat X
Clear space

The minimum buffer around the logo equals the cap-height of the X mark itself. Nothing — no type, no image edge, no UI chrome — crosses into that zone. The rule scales with the logo; protect the same ratio at every size.

X
X
X
X
X
X
X
X
Rule of thumb: measure the height of the cap in the X mark. That measurement, at every side, is the minimum buffer. Applies equally to the wordmark and the icon mark.
Minimum sizes

Hard floors below which the mark loses legibility. Keep generous headroom whenever possible — these are minimums, not targets. Measure the full horizontal width of the mark.

Wordmark
Digital
80 px wide minimum
Print
24 mm / 0.95 in wide
Favicon
Use icon mark instead
Icon mark
Digital
16 px minimum
Favicon
16 px / 32 px / 48 px sets
Print
6 mm / 0.25 in
Below minimum? Use the icon mark alone, or increase the allocated space. Never compress, outline, or redraw the logo to fit a constrained area.
Logo rules
Minimum clear space: equal to the cap-height of the "X" on all four sides
Scale by setting width on the SVG element — height scales automatically
Never recolour the white wordmark to any other colour
Never recolour the gradient X outside approved gradient stops
Never recreate or redraw the mark — always use the approved SVG files
Never add outlines, drop shadows, glows, or other effects
Never stretch or distort the aspect ratio in any direction
Never use the logo gradient as a UI element — it belongs to the X mark only
Never mix gradient X paths with white flat X paths in the same treatment
Downloads
Need the logo files?
All approved logo variants — SVG, PNG, AI, EPS.
Download logos
Logos
Misuse Examples
Common mistakes that compromise brand integrity. Every example below has been seen in the wild. When in doubt, go back to the approved SVG files and do not improvise.
Don't distort
Never stretch or compress the mark in any axis
Don't rotate
The logo is always horizontal and upright
Don't add effects
No glows, drop shadows, outlines, or filters
Don't recolour
Never change the wordmark or X mark to unapproved colours
Don't use at low opacity
Never fade or ghost the logo — use the approved on-colour white variant instead
ProphetX
Don't recreate the wordmark
Never typeset "ProphetX" as a substitute — always use the SVG file
BET NOW →
Don't crowd the logo
Respect the clear-space rule — nothing crosses the X-cap-height buffer on any side
Don't use below minimum size
Wordmark needs ≥ 80 px digital / 24 mm print — below that, drop the wordmark and use the icon mark alone
Don't use the gradient logo on busy photography
On complex or high-texture backgrounds the gradient X loses legibility — use the all-white flat variant instead, or place a solid navy panel behind the lockup
Downloads
Need the logo files?
All approved logo variants — SVG, PNG, AI, EPS.
Download logos
Logos
When to Use Each Logo
Three logo forms — each with a specific role. Use the right one for the context.
Full Logo — Wordmark + X
ProphetX full logo on dark
ProphetX full logo on light
Hero placements — website, landing pages, paid ads, OOH, email headers
Any first appearance of the brand on a new surface
On busy photography or coloured panels — use the all-white flat variant
Below 80 px wide (digital) / 24 mm (print) — switch to icon mark
Favicons, app icons, profile pictures
Icon Mark — X only
ProphetX X mark gradient
ProphetX X mark on light
ProphetX X mark white flat
App icons, favicons, profile pictures, and social avatars
Sizes below the 80 px wordmark minimum — legible down to 16 px
Secondary placement within a layout that already carries the full wordmark
As the sole brand element on a new surface — the full wordmark should introduce the brand
Below 16 px — the mark loses structural integrity
Cover slides, formal proposals, press and media kits, investor materials
Any placement where the brand claim adds credibility in a single glance
Below 240 px wide (digital) / 75 mm (print) — drop to the wordmark
General advertising and social creative — use the standard wordmark
Downloads
Need the logo files?
All approved logo variants — SVG, PNG, AI, EPS.
Download logos
Partner Assets
Downloads
Everything you need to design for ProphetX. All assets are sourced from the official brand repository. Contact jeff.donaldson@prophetexchange.com if something is missing or unlisted.
Type System — Oswald + Inter
Oswald (headlines) + Inter (body). SIL Open Font Licence — free for agency and AI use.
TTF
Logo Pack — All Variants
All logo files. Dark, light, on-colour, and icon-only. Both gradient and white flat X families.
SVG PNG AI EPS
Colour Tokens
Full token system — JSON for dev handoff, CSS variables for web, and Figma-compatible format.
JSON CSS Figma Soon
Risk Disclaimer
CFTC-required risk disclaimer in white, full-width art ready to overlay on dark assets. Required on paid marketing static, vertical video, and the end card of CTV spots. Open the modal to copy the raw text for any other use.
SVG PNG
AI Brand Context
Full brand brief in a single Markdown file — built to feed directly to an AI system. Covers identity, taglines, audiences, three truths, voice rules, hard vocabulary bans, competitor positioning, and the creative review checklist. Updated with every messaging change.
.md
Brand Quickstart
One-page partner / vendor / AI reference. Mission, tagline system, the three truths, voice, vocabulary, and hard rules — suitable for AI-model context and agency briefs.
PDF
App / Play Store Screens
App Store and Google Play marketing screenshots — iPhone (two device sizes), iPad, Android phone (two sizes), Android tablet, plus the 1024×500 Play Store feature banner. 36 frames in PNG + SVG.
Browse & select Download all
External resources
Google Drive
Ad Creative Hub
drive.google.com/drive/folders/1WBtsudi...
Figma
App Design System
figma.com/design/iuUXGGMivUiC3cjtMUehto
Contact
Marketing
jeff.donaldson@prophetexchange.com
Partner Assets
Product Assets
App and web product screens organised by sport and matchup. Filter by what you need — raw screens for designing your own layouts, mockups for ready-to-use device renders, or vector sources for editing. Motion assets are in production.
Product
App Web
View
Loading…
Motion assets
In production
Motion assets — coming in waves
Brand stings, transition motifs, animated lockups, and product-shot animations are in development. They'll ship in waves and across multiple formats (MP4, MOV, Lottie, GIF). Reach out for early-access requests or specific format needs.
Request access
External resources
Google Drive
Product Shots
drive.google.com/drive/folders/1ghPV5...
Google Drive
Brand Asset Hub
drive.google.com/drive/folders/1WBtsudi...
Contact
Request an Asset
jeff.donaldson@prophetexchange.com
Messaging
Messaging Overview
The broad strokes of how ProphetX shows up in market — mission, taglines, and the four sections that cover everything a partner needs. Use the map below to jump into any section for the full detail.
Mission
To create the most trusted, transparent, and innovative marketplace for sports-based event contracts in America.
ProphetX bridges the gap between sports and traditional financial derivatives — America's #1 sports prediction market, federally regulated and CFTC-backed, where users trade against each other rather than the house.
Hero tagline
Same Moment. Bigger Payout.
Leads all paid, organic, and brand-building creative.
Community
We know sports.
Credibility anchor
America's #1 Sports Prediction Market.
"Most trusted" stays as the underlying brand promise / content theme.
Sharp / trade media
The Order Book of Sports.
Hammer Network, sharp influencer collabs, trade media — audience knows what an order book is.
Performance / CTA
Own your edge on ProphetX.
Closing CTA for scripts & voiceovers — T1/T2 paid.
Acquisition offer
Trade $10, Get $20.
Official user-acquisition offer — performance, paid social, landing pages.
ProphetX DNA — who we are
Serious Sports Bettors
Built by and for people who take sports seriously.
Smart & Data Driven
Intelligence wins here — not luck, not vibes.
Bold & Innovative
We created a new category. We act like it.
Competitive
We celebrate winning. We attract people who do too.
High Expectations
F1-level execution — product, design, experience.
Celebrate Winning
The win is the moment. We make it feel earned.
In this section — the broad strokes
01 · Audiences & Positioning
Who we talk to. Who we're up against.
Identity-vs-acquisition audience model (sharps are identity, enthusiasts are the acquisition target for ~90% of campaigns), the "You vs. The House" lead angle vs. sportsbooks, competitor vulnerability breakdown, and bulleted differentiation vs. prediction markets, sportsbooks, and DFS operators.
→
02 · Message Hierarchy
Our four truths. The messages every piece of creative ladders to.
Same Moment. Bigger Payout. · We Know Sports · Best Odds in Sports · Regulated & Trusted. Each with audience fit, tone, sample hooks, and channel guidance. Plus a support pillar for Availability & Access.
→
03 · Voice & Rules
How we sound. What we never say.
Tone of voice ("precise, confident, edge-forward"), brand don'ts (gambling language, weak CTAs, vig / no-vig hard ban), the approved-vs-banned vocabulary list, and the channel-specific bet-vs-trade rule (trade default everywhere; bet acceptable for paid / CTV A/B testing only).
→
04 · AI Creative Guidelines
How AI-assisted creative fits the brand.
Approved uses, hard "never-do" list, font guidance by format, and the pre-deployment review checklist. AI is an active part of our production stack — the standard is whether it meets ProphetX brand quality.
→
F1 brand pillars — directional standard
Product Precision Data Driven Competitive Luxury & Exclusive Global Celebrate Winners
We want to be the NFL long-term. Right now we are confidently F1 — a smaller, higher-value market defined by precision, expertise, and exclusivity. Every creative, copy, and product decision should deliver an F1-level experience.
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
Audiences & Positioning
Who we're talking to, who we're up against, and what sets us apart. ProphetX has two audience frames — an identity audience (who the product is built for) and an acquisition audience (who ~90% of marketing campaigns should speak to). Conflating them produces creative that's too inside-baseball for the people we actually need to convert.
The two-frame audience model
Identity audience — Sharps
Who the product is built for. Sharps find ProphetX through reputation, trade media, and partner channels — they don't need to be convinced via mass-market creative. Sharp-specific messaging (Order Book of Sports, conviction lines, edge CTAs) goes through dedicated channels: Hammer Network, sharp influencer collabs, trade media. Not Tier 1 paid social or CTV.
Acquisition audience — Betting Enthusiasts
Who ~90% of campaigns should speak to. Strategy-driven, sharp-adjacent fans who shop the line and respond to payout-comparison reveals. Tier 1 paid, organic, CTV, and brand campaigns are designed for them. Sharps will understand creative aimed at enthusiasts; enthusiasts won't understand creative aimed at sharps.
Audience architecture — tier breakdown
Tier 1 · Identity audience Sharps
Disciplined, high-volume traders. Already familiar with exchanges and market mechanics — don't explain the concept, demonstrate superior depth and product quality. Highest value segment. ProphetX DNA personified. Reach via trade media, partner channels, sharp influencer collabs — not mass-market paid.
They set the line. You beat it. Keep more of what you win.
Lead pillars
P1 Same Moment. Bigger Payout. · P3 Best Odds in Sports · P4 Regulated & Trusted
Tier 2 · Acquisition audience Betting Enthusiasts
Sports trading enthusiasts who shop odds, have a system, and consider themselves sharp-adjacent. Serious about winning but not at sharp volume. Strategy-driven. The payout comparison and "no house" reveal land here. ~90% of mass-market campaigns should aim here.
The same game. The same trade. More money back.
Lead pillars
P1 Same Moment. Bigger Payout. · P3 Best Odds in Sports · P2 We Know Sports · P4 Regulated & Trusted
Tier 3 · Secondary Recreational Fans & Prediction Market Users
Engaged sports fans who follow their teams and trade regularly, plus users of Kalshi, Polymarket, and Novig. Recreational fans respond to payout comparison and community. Prediction market users are already converted — lead with sports depth, identity, and no internal trading desk.
Finally, a prediction market built for sports fans.
Lead pillars
P1 Same Moment. Bigger Payout. · P2 We Know Sports · P3 Best Odds in Sports · P4 Regulated & Trusted
Tier 4 · Broad reach Casual Fans
Big event traders, occasional participants. Not the creative priority. Entry via excitement and rivalry. Reached via P2 content and support materials that naturally index lower.
Put your fandom to work.
Lead pillars
P2 We Know Sports · P4 Regulated & Trusted · Support Availability & Access
Points of differentiation
What structurally sets ProphetX apart from each competitor type. Use these as factual grounding for creative claims — no taglines or quote-style framing, just the underlying differences.
vs. Other prediction markets — Kalshi, Polymarket, Novig
  • Sports-first platform built for fans who actually follow sports — not a generalist market with sports bolted on
  • Deep liquidity across straights, moneylines, spreads, and player markets — not thin sports coverage next to elections or crypto events
  • Brand and community built by sports obsessives, not crypto-adjacent or finance-adjacent operators
  • No internal trading desk taking the other side of your position — users trade against each other
  • Sharp-first product UX without crypto-wallet overhead or election-market framing
  • Sports-native market operations — we watch the film, track the injury reports, move with the line
vs. Traditional sportsbooks — DraftKings, FanDuel, BetMGM
  • Prediction market model — we do not profit when users lose, the house cut is removed
  • Better odds because the juice is stripped out of the price
  • Users make their own odds and trade either side — skill and preparation have real value in a transparent market
  • Users can make their own odds and trade either side of any market — impossible on a traditional book
  • Markets stay open through live play rather than cutting off pre-game or freezing at key moments
  • Regulated as a prediction market / event-contract exchange, not as a sportsbook
vs. DFS & sweeps operators — PrizePicks, Underdog, sweepstakes models
  • Real cash markets with direct payouts, not contest entries or sweepstakes prize pools
  • Regulated event-contract structure, not a contest-of-skill or sweepstakes legal workaround
  • Head-to-head trading with transparent pricing — not a prize pool split among many entrants
  • Every market is a direct two-sided trade — no lineup-building, salary caps, or slate constraints
  • Sharp tools built for serious traders, not fantasy-first mechanics dressed up as markets
  • Works across every market type — game lines, totals, props — not locked to player-prop parlays
Lead positioning vs. sportsbooks — "You vs. The House"
The single biggest structural difference between ProphetX and a traditional sportsbook is who you're trading against. Sportsbooks profit when you lose — the math is built into the line. On ProphetX you trade against other people, so there's no house taking the opposite side. Kalshi and Polymarket have leaned on this framing successfully against incumbents. Lead with it whenever sportsbooks are in the comparison set.
"You vs. the house. Not anymore."
"The house always wins. So we got rid of the house."
"Why are you still betting against the building?"
"No house cut. No house taking the other side. No house at all."
Per-competitor vulnerability map
How we position against each specific competitor and which audience tier responds to that angle. The "You vs. The House" lead from above is the dominant angle anytime sportsbooks are in the set.
Competitor Their weakness Our angle Tier
DraftKings House cut on every win; business model requires user losses "You vs. the house" — imply in paid, name in organic. SMBP shows the math. T2
FanDuel Same model; unfavourable long-run odds "You vs. the house" + SMBP side-by-side number T2
BetMGM Vegas DNA — house-always-wins perception baked in "Built for the house. We're built for you." T2
Kalshi General market; not sports-first "Built for elections. We're built for sports." T3
Polymarket Crypto-adjacent; not sports-focused "Sharp. Sports-first. For fans, not traders." T3
Novig Similar no-vig claims; thinner product Avoid "vig" in copy. Lead on depth, community, brand quality. T1, T2
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
Message Hierarchy
Our four truths — the messages ProphetX repeats until the world knows them. Every ad, script, social post, and piece of creative ladders up to one of these. Sample hooks are illustrative — agencies and partners are encouraged to develop their own creative within the truth of each pillar.
Pillar 1
Same Moment. Bigger Payout.
"The same game. The same trade. More money back."
Our odds beat the competition. When you trade the same event on ProphetX vs. a traditional platform, you keep more. Better math.
Audiences
T1 (primary) · T2 (primary) · T3 · T4
Tone
Factual with weight. A structural revelation, not a promo. Let the number close. Celebrate the win.
Sample hooks & themes
"Same markets. Better prices. Every time."
"Drop the juice. Keep the cash."
"You've been paying the house on every line for years. There's a better way to do this."
"You called it. Now keep what you win."
Channels
Paid social (payout comparison overlay) · CTV (cinematic same-moment) · UGC ("what I was leaving on the table")
Pillar 2
We Know Sports
"Built by sports obsessives, for sports obsessives."
ProphetX is sports-native. Every market is built by people who studied the line, watched the film, lived the sport.
Audiences
T1 · T2 · T3 · T4 (all primary)
Tone
Credibility and identity. Not a claim — a fact. Warm but authoritative. Works across all tiers as a brand truth.
Sample hooks & themes
"We live for this. We built the market to prove it."
"From opening lines to closing — we're here."
"Sports knowledge is a skill. We built a market around it."
"The most dangerous person in the room watched every game."
Channels
Organic (brand identity, community, season-long) · UGC (real fan vs. real fan) · CTV (F1 tone — smart room, credibility)
Pillar 3
Best Odds in Sports
"If you care about price, you're in the right place."
Our market structure drives better odds. No platform delivers more value per trade. If you care about price, you're in the right place.
Audiences
T1 (primary) · T2 (primary) · T3 — distinct from P1: P1 is emotional/comparative; P3 is rational/price-structural.
Tone
Rational, price-first, for the fan who shops the line.
Sample hooks & themes
"Price matters. We win on price."
"Trade smarter. Keep more."
"Better math. Better return."
"For the fan who shops the line — this is where it ends."
Channels
Paid (odds comparison) · Performance landing pages · Retargeting
Pillar 4
Regulated & Trusted
"Federally regulated. CFTC-backed. Secured funds. Live nationwide."
Regulated, transparent, and legitimate in a way the sportsbooks aren't and offshore alternatives can't be. Federally overseen, customer funds protected, legal nationwide — a structural advantage over state-by-state sportsbook patchwork and an unambiguous trust signal vs. unregulated offshore platforms. Kalshi uses this positioning effectively; we're under-using it.
Audiences
T2 (primary) · T3 (primary) · T4 (primary). Trust is a meaningful conversion lever for the acquisition audience — sharps already trust regulated exchanges.
Tone
Calm authority. Factual, not boastful. A reassurance the audience didn't know they needed until they hear it.
Sample hooks & themes
"Federally regulated. Funds secured. Live in every state."
"A real market, run by the rules of one."
"The exchange the CFTC built into the law."
"You wouldn't trust your trading account to an offshore site. Why do it with your bets?"
Channels
PR · Partner decks · Regulatory contexts · Performance creative aimed at trust-sensitive segments · Geo / state-launch campaigns
Brand-promise tie-in: "Most trusted" stays as the underlying content theme. The pillar is the structural argument; the content theme is the emotional one. They work together.
Support pillar
Availability & Access
Legal across more states. More coming post-CFTC designation.
Hero message: Available in your state. More coming.
Audiences
T3 (primary) · T4 (primary) — support copy only. "You're early" works as an aspirational layer for T1/T3.
Use
Removes friction, never heroes.
Sample hooks & themes
"Legal in your state. Not everywhere. Yet."
"You're early. That's the point."
"The map comparison they don't want you to see."
Channels
Geo-targeted paid · App store · Retargeting
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
Messaging
Voice & Rules
How ProphetX sounds, what we never say, and the approved-vs-banned vocabulary. Trade is the default language everywhere — "bet" is acceptable for A/B testing in paid / CTV only. Gambling-coded language can trigger automated ad rejection regardless of channel.
Tone of voice
We sound like
  • Precise and data-driven — intelligence wins here, not luck
  • Confident, not cocky — F1-level restraint, the product speaks
  • Edge-forward — write from the trader's POV, not the platform's
  • Sports-obsessed — live in the news cycle, injury reports, the rumour mill
  • Celebratory of winning — the win should feel earned and inevitable
  • Upgraded but accessible — elevated without being alienating
  • Decisive in CTAs — "Trade Now." "See the Markets." "Get Better Odds." For scripts & voiceovers: "Own your edge on ProphetX."
We never sound like
  • Hyped, screaming, or desperate for attention
  • Gambling-coded — no "lucky," "jackpot," "gamble," or "win big"
  • Weak on CTAs — never "Learn More" or "Click Here"
  • Busy or noisy — ProphetX is premium; negative space is your friend
  • Corporate, sanitised, or over-lawyered
  • Silly, corny, or juvenile — humour must be guaranteed to land
Brand don'ts
Hard rules for all creative work. When reviewing partner output, run against this list first.
ColorsWrong colour usage
Using colours outside the approved brand palette as primary accents. Brand colour tokens are provided — stay within the system.
LogoDistorted logo
Stretching, squishing, or rotating the ProphetX mark in any direction. The X shape must maintain its exact proportions.
LogoLogo on white / light
The teal gradient logo on white creates contrast failure. Use the white logo version or add a dark panel behind the mark.
TypographyWrong fonts or treatments
Any font outside Oswald + Inter in marketing and external collateral. Platform-native fonts are permitted for organic social — see AI Guidelines. Never apply gradients, textures, glows, or fills to typography — type stays clean and singular. Logo X gradient is the only exception.
MessagingGambling language
Using "lucky," "jackpot," "gamble," or "win big." We are a prediction market and financial exchange — not a casino.
DesignBusy / noisy layouts
Too many elements, colours, or competing focal points. ProphetX is premium. Negative space is your friend.
CopyWeak CTAs
Wishy-washy CTAs like "Learn More" or "Click Here." Use decisive language: "Trade Now." "See the Markets." "Get Better Odds."
LogoUnauthorised variations
Creating your own version of the logo, adding taglines, or combining with other logos. Always use approved files only.
Messaging — Hard BanVig / no-vig language
Never use "vig," "no-vig," or "no vig" in any context — copy, scripts, social posts, CTAs, or headlines. These terms give direct brand awareness to competitor Novig and blur our category positioning. Our market structure eliminates the house cut — express this as "keep more of what you win," "better odds," or "no house cut." Never "no vig."
Approved vocabulary
Use
Trade / trading House cut Prediction market Event contract Lay / fade Edge Order book (sharp contexts) Straights Moneylines Spreads Market
Use the precise trade vocabulary the audience already speaks. Order book is the sharp-tier word — use in trade media, partner channels, and sharp influencer collabs only.
Never use
Wager / wagering Play / playing (as verb) Vig / no-vig / no vig Lucky Jackpot Gamble Win big Sportsbook (in hero copy) Guaranteed returns Risk-free
We are a prediction market and financial exchange — not a casino. "Vig / no-vig" is a hard ban in all forms: it gives brand awareness to competitor Novig. Use "keep more of what you win," "better odds," or "no house cut" instead.
Bet vs. Trade — channel rule
Trade is the default everywhere. The full ban on "bet" has been relaxed to a channel-specific rule — Kalshi and Polymarket use "bet" successfully in paid creative, and we're permitted to A/B-test the same. The product will continue to say "trade."
Channel Default "Bet" acceptable?
In-product UI / UX Trade No — brand language requirement
PR / regulatory / decks Trade No — compliance + brand consistency
Partner / influencer creative Trade No — audience already understands the concept
Paid social / CTV Trade preferred ⚠ Acceptable for A/B testing — performance will tell us which wins
Downloads
Take the brand brief with you
The AI Brand Context (.md) is built to feed directly to any AI system — identity, pillars, voice rules, vocabulary bans, competitor positioning, and the creative checklist in one file. The Brand Quickstart covers the same ground as a human-readable one-pager (MD, HTML, PDF).
AI context (.md) Brand quickstart
Messaging
AI Creative Guidelines
ProphetX uses AI agencies and AI-assisted production tools for ad creative, UGC video, static assets, and copy iteration. AI is an approved and active part of the production stack. The standard is not whether it was made with AI — the standard is whether it meets ProphetX brand quality.
Creative direction — lean into what AI does best
AI excels at cinematic scale, visual precision, and worlds that would be impossible or prohibitively expensive to shoot practically. That is the creative direction to pursue — not lo-fi imitation of human UGC content. When AI tries to pass as authentic human content and falls short, it undermines trust. When it commits to its own aesthetic strengths, it earns attention.
Aim for
Cinematic stadium sequences that feel impossible. Abstract data visualisations of market movement. Atmospheric, F1-level production. Hyper-stylised win moments.
Avoid
AI talent that almost-but-not-quite looks human. Synthetic "talking head" formats trying to pass as real creators. Generic stock-feeling sports imagery. Anything where the AI-ness is a limitation rather than a creative choice.
Approved uses
Cinematic paid creative
AI-generated environments, sequences, and visual worlds at scale that would be cost-prohibitive to shoot. The premium, F1-level aesthetic lives here.
UGC-style video ads
Approved when executed with conviction. If the concept calls for authentic-feeling human content, ensure the execution can carry it. Half-measures undermine the brand.
Static asset production
AI image generation for ad backgrounds, lifestyle imagery, social assets. Must conform to brand colour system and visual standards.
Copy iteration
AI tools for generating headline variants, hook testing, and script drafts. All output must be reviewed against this hierarchy before use.
Voiceover & narration
AI voice is approved where brand tone can be controlled. Must sound confident, not robotic. Approved performance close: "Own your edge on ProphetX."
Script generation
AI scriptwriting is active. Scripts must ladder to one of the four pillar truths and pass the brand don'ts checklist. Use "Own your edge on ProphetX." as the closing performance line on T1/T2 scripts.
What AI creative must never do
  • Imitate human content poorly. AI trying to pass as authentic UGC and falling short is a brand liability. Either execute it convincingly or lean into the cinematic direction instead.
  • Use off-brand language. AI models default to gambling-coded language. Every output must be swept for "wager," "lucky," "jackpot," "win big," and invented fees / commissions before going live.
  • Use off-brand visuals. AI tools default to generic sports imagery and blue/purple palettes. Stay within the brand colour system. No generic podium celebrations or confetti unless earned.
  • Approximate the logo. AI tools must never generate or recreate the ProphetX mark. Always place the approved SVG file on any AI-generated background.
Font guidance by format
Context Guidance
Branded ads & deliverables ProphetX type system — Oswald (headlines) + Inter (body). Required in any output that carries the brand visually. Type is always clean — never gradient, textured, or filled.
Organic & paid social Platform-native fonts are permitted where organic feel is the goal. Blending into the feed can outperform brand consistency. Organic trumps brand where the concept calls for it.
AI-generated creative Oswald + Inter for any cinematic or branded AI output. For AI UGC-style targeting organic feel, platform-native fonts apply. Match the font choice to the creative intent. Never let an AI tool render type with gradients or textured fills — that's an instant brand failure.
Review checklist for AI-generated creative
Before deployment, every AI-generated asset must pass the following checks:
☐ Does it ladder to one of the four pillar truths?
☐ Does it use approved vocabulary (trade, not bet/wager/play)?
☐ Does it stay within the brand colour system?
☐ Is the approved logo file placed — not generated?
☐ Is the tone precise and confident, not hyped or generic?
☐ Would a sharp trader find it credible?
☐ Does the font choice match the creative intent?
☐ Is it free of invented fees / commissions / vig language?
Downloads
Want this as a one-pager?
Download the Brand Quickstart — MD for AI-model ingestion, HTML / PDF for partner briefs.
Download quickstart
AI & Skills
ProphetX Brand Skills
A growing library of Claude / AI skills tailored to the ProphetX brand — drop them into Claude Code, Claude chat, or any compatible tool to keep AI-assisted work on-brand. This section is in planning now; artifacts land here as they're built.
Coming soon. The skills below are placeholders — previewing the shape of the library. We'll ship them one at a time over the coming weeks.
What this library covers
Planned
Brand-aware chat artifacts
Generate on-brand HTML artifacts in Claude chat — correct colours, type system (Oswald + Inter), logo file placement, vocabulary rules applied automatically.
Planned
Vibe-coded brand components
React / HTML snippets pre-wired with ProphetX tokens, fonts, and logo SVGs. Paste into any prototype to make it feel native without hand-building the system.
Planned
Claude Design — Figma bridge
Point Claude at a Figma file and let it pull variables, components, and frames into brand-aware code. Links the design system to AI-driven production.
Planned
AI creative brief generator
Generates production-ready briefs for AI agencies — audience, pillar truth, tone, don'ts, and vocabulary — all aligned to the current messaging hierarchy.
Planned
Copy & voice review
Paste ad copy, emails, or scripts — the skill flags gambling-coded language, invented fees / commissions, weak CTAs, and outcome-promise drift against the brand don'ts.
Live
Publish product shots
Walks a fresh set of Figma product-shot exports into the correct folder structure, regenerates the manifest, and pushes. Lives at .claude/skills/publish-product-shots/.
Where this is headed
Each skill ships with a standalone Markdown file you can paste into Claude chat, plus a SKILL.md that installs into any Claude Code project under .claude/skills/. The idea is a single place to grab every Claude / AI skill that's been tuned for ProphetX brand work — agency partners, internal teams, and external creators included.
Want a skill that isn't here? Email jeff.donaldson@prophetexchange.com with what you're trying to do — we'll prioritise the list.
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