Brand System · v2.0 · August 2026
Same Moment.
Bigger Payout.
The source of truth for the ProphetX brand — visual standards, messaging hierarchy, and the rules that hold across every asset. One book. Every stakeholder.
What's in this system
Colors
Brand ramps, neutral stacks, semantic use, and the Corporate-only cream.
Typography
Fraunces (Corporate) + Big Shoulders Display (Marketing) + Outfit (body). Hierarchy, pairings, per-system type samples.
Logos
v2.0 wordmark lockups, variants, clear space, spacing rules, misuse examples.
Design Systems
Corporate · Marketing · Product — when to reach for each, and how they differ.
Brand DNA
Who ProphetX is, mission, pillars, audiences — with a downloadable AI context file.
Messaging
Message Hierarchy · Marketing Lines · Voice & Language.
Value Props & Features
Feature set, competitor angles, current offer with disclaimer.
Content Guide
Six content pillars grouped under Payout · Sports · Trust · Culture.
Brand Assets
Universal downloads · Marketing and Corporate design systems as bespoke frames · Product assets.
Product fundamentals · three lines
Model
A federally regulated exchange where sports fans trade against each other. No house. No internal trading desk.
Difference
Take a price or set your own. The market lands on a fairer number than a single operator would offer — because no line is shaded against the user.
Positioning
Consumer-first, literally: when users win, the product is working as designed. Not a sportsbook. Not a casino. Not a general prediction market.
Questionsjeff.donaldson@prophetexchange.com
Colors
Colors
All creative work references these tokens. Click any swatch to copy its hex. Hierarchy: green primary, indigo secondary, dark ground structural, red restricted for losses / alerts only. Full navy and light-surface ramps live below — reach for the ramp when you need a specific stop.
Primary
Green
CTAs, wins, success states, brand highlights, interactive focus. The dominant accent — use it with intent.
Secondary
Indigo
Lay / NO side indicators, data accents, secondary interactive states. Supports green — never competes with it.
Structural
Dark surfaces
All backgrounds, surfaces, borders, framing, and text on light. Ground (#020408), Ink (#0D0D0F), Muted (#161618), Border (#27272A). 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.
Brand ramps · pick a stop for the job
Only the two brand colors get ramps. Lighter stops for hover / lighter surfaces; darker for pressed / emphasis. The starred stop (★) is the primary token. Click any chip to copy its hex.
Green · primary
200
400
500★
600
700
Indigo · secondary
200
400
500★
600
700
Neutrals · surface stacks
Two structural stacks. Each stop has a specific job — page background, cards, elevated surfaces, borders. Click any row to copy.
Dark stack · default mode
#020408Ground · page background
#0D0D0FInk · cards, nav, sidebar
#161618Muted · elevated surfaces
#27272ABorder · dividers, hairlines
Light stack · light mode
#F5F5F5Paper · page bg
#E4E4E7Cards, elevated panels
#D9D8D8Raised surfaces, modals
#C4C4C8Borders, dividers
White is text only. Never #FFFFFF as a background or surface. In light mode, #F5F5F5 is the lightest surface — white as a bg flattens the depth hierarchy.
Red · restricted accent
red-500 #E93A3A
Losses, alerts, negative states, specific emphasis. Never as a fill, background, CTA color, or general design element. One value — no ramp needed. If you're reaching for red outside these contexts, reach for green or the dark axis instead.
Cream · Corporate design only
cream #FAF9F5
Surface color reserved for the Corporate design system only — reports, decks, investor comms, editorial. Not part of the universal palette; not used in Marketing.
Downloads
Need the tokens?
Grab the full color system — JSON, CSS variables, and Figma-compatible format.
Download colors
Typography
Hierarchy
ProphetX runs two type systems. Big Shoulders Display + Outfit for Marketing — ads, social, campaigns, OOH. Fraunces + Outfit for Corporate — reports, decks, investor comms, editorial. Outfit is the shared body face across both. All three are SIL Open Font Licence — agency- and AI-tool safe.
Marketing hierarchy — Big Shoulders Display + Outfit
Same Moment.
Bigger Payout.
Bigger Payout.
America's First Sports-Native Prediction Market.
Federally regulated. Live nationwide.
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.
Regulated prediction market. Available in supported U.S. states. More coming post-CFTC designation. See terms.
Corporate hierarchy — Fraunces + Outfit
Same Moment.
Bigger Payout.
Bigger Payout.
Q2 2026 — Market Intelligence.
The Order Book of Sports.
Executive Summary
ProphetX markets delivered tighter spreads across all major moneylines in Q2. Straight trade volume grew 34% quarter-over-quarter as sharp traders migrated from traditional books.
Source — internal trading data, Q2 2026. Figures unaudited. Distribution restricted to invited stakeholders.
Token reference — shared across both systems
Display tokens resolve to whichever system is active. Body tokens are Outfit in both. All token values live in /tokens/tokens.css.
| Token | Resolves to | Use for |
|---|---|---|
| --font-headline | Big Shoulders (Marketing) · Fraunces (Corporate) | Hero headlines, campaign titles, report covers, stat values |
| --font-subhead | Big Shoulders (Marketing) · Fraunces (Corporate) | Sub-sections, card headers, chapter marks |
| --font-body | Outfit Regular · 400 | Paragraphs, descriptions, table content |
| --font-body-med | Outfit Medium · 500 | Callouts, UI labels in collateral |
| --font-body-semi | Outfit SemiBold · 600 | Eyebrows (ALL CAPS), table headers, metadata labels |
| --font-ui-small | Outfit Regular · 400 · Small | Timestamps, footnotes, fine print |
Where this system belongs
Big Shoulders Display is the Marketing brand voice — condensed, athletic, made to shout. Outfit carries everything else.
Fraunces is the Corporate voice — editorial serif, considered, made to be read. Outfit carries the body and utility.
Never — Lowercase Outfit on busy backgrounds
Sentence-case Outfit disappears on photography, textured overlays, or anything with visual noise. On busy Marketing backgrounds, use Outfit SemiBold ALL CAPS or pull the type off the image entirely.
Available weights
Big Shoulders Display · Variable · 100–900
800 · 700 · 600 · 500 · 400
800 is the top tier — section titles, campaign heroes, stat values. 700 for supporting display, 600 for subheads. No italics. Full weight rules in the AI context.
Outfit · Variable · 100–900
600 · 500 · 400
Body-side workhorse. 600 for labels, 500 for UI accents, 400 for prose. Italics available for editorial emphasis only.
Fraunces · Variable · 100–900 · Italics
700 · 500 · 400 · italic
Editorial serif for Corporate. 700 for big hero titles, 500 for standard headlines, 400 for section headers. Italics allowed for editorial emphasis. Full opsz + soft axis notes in the AI context.
Outfit · Variable · 100–900
600 · 500 · 400
Shared body face across both systems. 600 for eyebrows and metadata (ALL CAPS), 400 for prose.
Downloads
Get the type system
Big Shoulders Display and Outfit — both variable fonts (weights 100–900), one woff2 file per family. SIL Open Font Licence — agency- and AI-tool-safe.
Download fonts
Typography
Pairings
Two representative layouts per system. Toggle to see how each pairing composes. Capitalization, italics, minimum sizes, and other gritty type rules live in the AI context downloads →
Campaign hero
SAME MOMENT.
BIGGER PAYOUT.
BIGGER PAYOUT.
Trade Now on ProphetX
Federally regulated. Live nationwide.
Stat callout — social or CTV end card
+18%
Lay-side trade adoption
Quarter-over-quarter growth across all major sports — Q1 2026.
Report cover — deck or PDF
Market Intelligence — Q2 2026
Sharper prices.
Steadier depth.
Steadier depth.
Straight trade volume grew 34% QoQ as sharp traders migrated from traditional books.
Editorial · thought piece
A note from the desk
What we mean by sports-native.
The market is built by people who watched every snap, not people who priced the game after the fact.
Downloads
Get the type system
Big Shoulders Display and Outfit — both SIL Open Font Licence. Free to embed anywhere, 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
Design Systems
The three systems, side by side.
ProphetX runs three parallel design systems, each tuned to a different audience. Colors and logos are shared across all three. What differs is the display face, the tone of type treatment, and where the system lives. Reach for the one that matches what you're making.
System 01 · Internal
Corporate.
Display face is Fraunces. The brand book itself renders in this system by default — because the brand book is a corporate resource. Reach for it for anything the audience is reading, not scanning.
Fonts
Fraunces (display) + Outfit (body)
Use for
Reports · decks · investor comms · executive briefings · sponsorship pages · long-form editorial
Not for
Consumer ads · OOH · event campaigns · matchup graphics
Preview this system → click System · Corporate in the sidebar.
System 02 · Consumer
Marketing.
Display face is Big Shoulders Display, uppercase. Reach for it for anything the audience is glancing at — where big vertical caps and broadcast energy do the work.
Fonts
Big Shoulders Display (display) + Outfit (body)
Use for
Ads · OOH posters · event campaigns · matchup graphics · broadcast stings · social ad hooks
Not for
Reports · investor materials · long-form editorial
Preview this system → click System · Marketing in the sidebar. The whole book flips.
System 03 · Product
Product UI.
A separate design system built for the iOS, Android, and web trading interfaces. Uses a commercially-licensed typeface and lives entirely in Figma — intentionally out of scope for this brand book.
Where
Figma design file
Use for
Product UI · in-app surfaces · trading interfaces
Audience
Technical teams only — product, engineering, design
What's shared across all three
Logos, the color palette, and the Outfit body face are universal — same everywhere, no matter which system is active. What changes between Corporate and Marketing is the display face and the tone of the type treatment. Product uses its own body face inside the app.
How to pick
If it's for reading →
Corporate. Anywhere someone will sit with the type — reports, decks, investor letters, editorial. Fraunces.
If it's for glancing →
Marketing. Anywhere the audience won't read past the headline — ads, OOH, event graphics, social. Big Shoulders in caps.
If it's for trading →
Product. Inside the app itself. Handled by the product team in Figma.
If neither reads nor glances →
Default to Outfit — no display face at all. If the moment doesn't need editorial gravitas or broadcast energy, don't force one on it. Outfit alone is the quiet, safe pick.
Download the assets →
Each system's fonts, hidden AI rules, and design elements are packaged separately in Brand Assets. Pick a full-system zip or tick individual items — logos and colors in Universal, Fraunces + corp rules in Corporate, Big Shoulders + washes + campaign patterns in Marketing. Product assets export from Figma.
→
Logos
Variants
Two families — the v2.0 wordmark lockups and the standalone Single X icon set — plus a small coming-soon queue. Always pull from the official files at /logos/v2/. Never recreate or approximate the mark.
v2.0 wordmark — primary lockups
Four core wordmark variants. Ink (#0D0D0F) replaces the legacy navy for the light-surface variant — cleaner against the v2 paper (#F5F5F5) ground. The v2 X mark carries a solid brand green (#0BA249) by default; the green-to-deep-green gradient shown further below is a separate on-brand option for large-format use.
/onDark_wordmarkWhite_prophetx_v2.svg)
/onLight_wordmarkInk_prophetx_v2.svg)
Single X — standalone icon family
The X mark on its own — for app icons, favicons, tight social avatars, print at small sizes, and any context where the full wordmark is too much. Two tiers: Primary (Filled — the everyday workhorse) and Secondary (Stroke 8 — the outlined luxury variant). Each family ships in three colorways: Green, Dark (ink), and White (paper).
Primary — the workhorse marks
Reach for these first. This is what "the ProphetX X" means in every default context — product, social, app icons, print at scale, everyday collateral.
Filled — the workhorse
Secondary — stroke variants · NOT interchangeable with primary
For high-impact luxury moments (apparel, packaging, editorial hero) only. Stroke 8 carries a different weight from the primary marks — never a swap-in. Do not use as an app icon, social avatar, or hero mark where a solid X is expected.
Stroke 8 — luxury
The outlined X — a hollow mark that still holds presence. For high-impact placements (apparel, packaging, editorial hero) where the filled X would flatten.
Coming soon — v2.1 additional variants
One variant below is reserved in the v2.1 sequence but not yet delivered. Folder exists at /logos/v2/014 with a placeholder marker so numbering stays stable when the files land. Do not use in production yet.
PROPHETX
The order book of sports
Coming soon
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.
Concrete numbers
- Wordmark. Clear space on all four sides = 1× the cap-height of "PROPHET" (which equals the X mark's own height — they align). At a 40 px cap-height, allocate 40 px per side. At 80 px, 80 px per side. Scale the buffer with the mark at every size.
- Icon mark alone. Clear space on all four sides = 1× the X's own height. At a 48 px X, allocate 48 px per side; at 128 px, 128 px per side.
- Files don't bake this in. The SVGs contain the mark only — clear space is protected by the layout around the mark, not by empty pixels inside the file. Give the mark more canvas; never crop the visible glyph to fit a constrained container.
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.
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 sidesScale by setting width on the SVG element — height scales automatically
Never recolor the white wordmark to any other colorNever recolor the gradient X outside approved gradient stopsNever recreate or redraw the mark — always use the approved SVG filesNever add outlines, drop shadows, glows, or other effectsNever stretch or distort the aspect ratio in any directionNever use the logo gradient as a UI element — it belongs to the X mark onlyNever mix gradient X paths with white flat X paths in the same treatmentDownloads
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 recolor
Never change the wordmark or X mark to unapproved colors
Don't use at low opacity
Never fade or ghost the logo — use the approved on-color 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.
Every ProphetX logo has one job. Match the mark to the context — don't improvise.
Full wordmark · primary lockup
Hero placements — website, landing pages, decks, ads, OOH, email headersFirst appearance of the brand on any new surfaceAnywhere below 80 px wide — reach for the X markFavicons, app icons, profile pictures — X mark, not wordmarkX mark · standalone
Solid green · default
Favicons, app icons, profile pictures, avatars. Every surface where the wordmark is too tall.
X
Coming
Outlined · social + marketing only
Unique to consumer creative — social avatars over photography, matchup graphics, campaign wash overlays. Never on corporate surfaces. Final SVG lands in the next drop.
Solid X: below 80 px, favicons and app icons (16 px minimum)Outlined X: social, campaign creative, over photography — never on corporateX mark as the sole brand element on a first-touch surface — use the wordmarkBelow 16 px — the mark loses structural integritySpacing & location · by asset type
Minimum size and typical placement, per asset type. Cap-height clear space applies to every entry — nothing crosses inside the X-height buffer, at any size.
| Asset type | Which mark | Minimum size | Typical placement |
|---|---|---|---|
| Website · deck · landing page | Full wordmark | 120 px wide | Top-left header, or centered hero |
| Ad · OOH · large-format | Full wordmark | 200 px wide (digital) / 40 mm (print) | Bottom-right or bottom-center · one instance per asset |
| Report · investor deck cover | Full wordmark | 140 px wide | Top-left, above eyebrow · never in centered composition |
| Social post · in-feed | Full wordmark or X mark | 80 px wide (wordmark) / 40 px (X) | Corner, low-contrast area · never over the main subject |
| Social avatar · profile | X mark (solid) | 32 px minimum | Centered · square crop |
| Favicon · browser tab | X mark (solid) | 16 · 32 · 48 px sets | Full-bleed, no padding beyond the safe area |
| Campaign creative · over photo | Outlined X Coming | 48 px minimum | Corner overlay · never over faces or key subject |
| App icon · iOS & Android | X mark (solid) on green bg | Platform native sizes | Centered, matches OS rounded-rect mask |
Clear space — always applies
Cap-height of the X, on all four sides, at every size. Nothing crosses that buffer — no text, no image edge, no UI chrome. See the Logo Variants page for the spec diagram.
Downloads
Need the logo files?
All approved v2.0 lockups — SVG, PNG, AI, EPS. Universal assets.
Get the logo pack
Downloads
Brand Assets
Everything downloadable, in one place. Three collapsible frames — Universal shared assets, Marketing design system, Corporate design system — each with its own fonts, AI context, and design elements. Click any frame header to expand or collapse.
Logo Pack — All Variants
Every wordmark lockup + the full X icon family — Filled (primary workhorse) plus Stroke 8 (secondary — luxury), each in Green / Dark / White.
Browse & selectColor Tokens
Full token system — JSON for dev handoff, CSS variables for web, and Figma-compatible format.
Social Avatars
Ready-to-upload square avatars at every common social size (200 · 400 · 512 · 800 · 1080), each labeled with the platforms it's sized for. Three grounds (Green · Green-on-paper · Paper-on-dark). PNG only.
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.
AI brand context — Messaging
Messaging-only AI context. Voice, hierarchy, marketing lines, vocab bans, content rules, features, competitor angles. For copy, scripts, ad lines, PR — anything language-first. For visual work, use the Marketing or Corporate scoped file in the design-system frames below; each carries this same messaging block plus its own visual system.
App / Play Store Screens Refresh in progress
New App Store and Google Play marketing screens are being cut — iPhone (two device sizes), iPad, Android phone (two sizes), Android tablet, plus the 1024×500 Play Store feature banner. Downloads and previews return as soon as the new set lands.
Placeholder — new frames coming
Everything the Marketing design system needs. Fonts, AI context scoped to consumer-facing rules, campaign visual elements, and the Brand Quickstart — a one-pager built for freelancers and vendors who need a fast, complete overview of the brand for consumer creative.
Marketing palette · dark-first, high-contrast
Broadcast energy. Green is the punch; navy is the ground.
Fonts — Big Shoulders Display + Outfit
Marketing type system. Big Shoulders Display (display · condensed athletic sans) paired with Outfit (body). Both SIL Open Font License. Ships as woff2 (variable weight — one file per family, works on web and in modern design tools).
AI brand context — Marketing (messaging + consumer visuals)
Messaging block (identical to the messaging-only file on Brand DNA) plus the Marketing visual system — Big Shoulders 800, Marketing color palette, no-gradient rule on consumer surfaces, X-mark + one-hero-headline gradient allowlist, logo integrity. Feed to any AI before generating consumer ads, social, OOH, or event campaigns. One file, self-contained.
Brand Quickstart — Marketing
Two-page PDF built for freelancers, vendors, and consumer-creative partners. Approved lines, Marketing visual system, hard bans, vocabulary — everything they need to produce on-brand ads, social, OOH, or campaigns without reading the whole book. Rendered from the current messaging + logos on every deploy.
Full Marketing design system
Download the whole system as one zip — fonts + AI context + Marketing Brand Quickstart. Get the Marketing system →
Everything the Corporate design system needs. Fraunces + Outfit fonts pack, the AI context scoped to editorial rules and solid-panel usage, and the Corporate Brand Quickstart PDF — a two-page brief for editorial partners, deck designers, and investor-comms producers.
Corporate palette · cream + ink + brand
Editorial-first. Cream ground, ink type, green/indigo carry the argument.
Extended · data-viz utility · Corp only
For charts, tags, and color-coded systems. Never a decorative accent.
Fonts — Fraunces + Outfit
Corporate type system. Fraunces (display · variable serif) paired with Outfit (body · variable sans). Both SIL Open Font License — agency- and AI-tool-safe. Ships as woff2 (variable weight — one file per family, works on web and in modern design tools).
AI brand context — Corporate (messaging + editorial visuals)
Messaging block (identical to the messaging-only file on Brand DNA) plus the Corporate visual system — Fraunces type, cream paper, extended palette permission for data viz, solid panels for section dividers and hero moments, logo integrity. Feed to any AI before generating reports, decks, investor comms, or editorial. One file, self-contained.
Brand Quickstart — Corporate
Two-page PDF for editorial partners, deck designers, investor-comms and board-deck producers. Cream ground with Fraunces + Outfit — approved lines, hard bans, Corporate visual system, solid-panel usage, and craft standard. Rendered from the current messaging + logos on every deploy.
Full Corporate design system
Download the whole system as one zip — fonts + AI context + Corporate quickstart. Get the Corporate system →
Partner Assets
Product Assets Coming Soon
App and web product screens, organised by sport and matchup. The whole set is being re-cut with the v2.0 brand — new frames land in about a week. Everything below reflects the shipping structure; downloads are offline until the refresh completes.
Refresh in progress
Product shots — v2.0 refresh coming in ~1 week
All app and web screens are being re-cut against the v2.0 palette, typography, and lockups. Filter by sport / matchup and by App vs. Web returns when the new set drops. Motion assets ship separately (see below).
Ping when live
What's coming — intended structure
By sport
NFL · NBA · MLB · NHL · CFB · CBB · UFC · Soccer · Golf
Per-matchup screens grouped by sport, filtered by form factor.
By product
App (mobile · ~390×844) · Web (desktop · ~1680×1130)
Same screens re-grouped by form factor for mockup work.
Formats
PNG · SVG · Figma
Raw screens, ready-to-use mockups, and vector sources for editing.
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
Identity
Brand DNA
The strategic primer — what ProphetX is, who it's for, and why now. Everything else in Identity builds from this frame.
A federally regulated exchange where sports fans trade against each other.
Not a sportsbook, not a casino, not a general-purpose prediction market. Users take positions on sports event contracts, and the other side of every trade is another person.
Who
For people who take sports seriously, at any level. The product is built around disciplined traders. Most of the marketing speaks to enthusiasts who shop the line and run a system of their own. Casual fans convert well on big moments; they just aren't who the product is designed around.
What
A federally regulated exchange where sports fans trade against each other. Not a sportsbook, not a casino, not a general-purpose prediction market.
Why
A sportsbook's margin is baked into the line it hands you — that isn't a fee you can opt out of, it's the business model, and the model needs users to lose. We're consumer-first, literally: when users win, the product is working as designed.
When
Now, because the category turned. Prediction markets went from novelty to regulated infrastructure. Sports became the biggest thing traded in them. Whoever got there first built for elections or crypto and bolted sports on late.
Where
Federally regulated, legal, live nationwide. iOS, Android and web with full trading on all three. The bigger point is that most of the audience has no idea a product like this is legal where they live, or that it exists at all.
How
Take a price or set your own. A sportsbook hands you a number and that's the number. Here you post the price you want and wait for someone to take the other side. No trading desk. No house position. No line shaded against you.
Downloads
AI brand context — Messaging
Messaging-only AI context — voice, hierarchy, marketing lines, vocab bans, content rules, features, competitor angles. For copy, scripts, ad lines, voice work, PR — anything language-first. For visual work, grab the Marketing or Corporate scoped file from Brand Assets — each carries this same messaging block plus its own visual system.
Download .md
Craft reference
F1. Not the cars — the feel.
Formula 1 is what sits behind the work. A technical sport, taken seriously by its audience, covered with production budget that would look excessive on almost anything else. That's the register we're after — restrained, engineered, no gambling gloss.
In the Messaging dropdown
01
Message HierarchyAudience tiers · three pillars ranked by priority.
02
Marketing LinesEvery approved line — hero, identity, credibility, CTAs.
03
Voice & LanguageHow we sound. Word swaps. Hard bans.
Continue in Identity
Messaging · 01
Message Hierarchy
Three arguments the brand ladders every asset to, ranked by who they're aimed at and how much work they do. Below, the approved lines that carry those arguments into real copy. Nothing outside this page is sanctioned as a brand line.
Audience tiers
Identity audience and acquisition audience aren't the same people. The product is shaped around sharps. Roughly 90% of campaigns should aim at enthusiasts — strategy-driven fans who shop the line and consider themselves sharp-adjacent. Sharps understand creative built for enthusiasts. The reverse isn't true.
| Tier | Who | Weight |
|---|---|---|
| T1 | Sharps — high-volume traders. Don't explain the concept; show depth. | Identity audience |
| T2 | Enthusiasts — shop the line, have a system, sharp-adjacent. | ~90% of campaigns |
| T3 | Recreational fans and existing prediction-market users. | Secondary |
| T4 | Casual fans, big-event traders. | Broad reach |
The three pillars — ranked by priority
01Primary
The Value Gap
Payout Advantage
Same game, same trade, more money back. A sportsbook's cut is inside the line, so it applies whether you win or lose and it compounds across legs. Remove the house and that value returns to the trader.
02Secondary
The Product Gap
Sports Depth
We're sports-native and they aren't. The other regulated markets were built for elections and crypto, then added sports — thin markets, unfamiliar pricing display, language that assumes you've never watched a game. We built for people who already know sports.
03Awareness
The Awareness Gap
Regulated Access
Federally regulated, CFTC oversight, funds protected, available nationwide. The obstacle here isn't a competitor — it's unfamiliarity. Most of the audience doesn't know this product is legal, legitimate, or open to them.
Competitor angles
Competitors are named here and nowhere else in the book. Everywhere else — in any output — say sportsbooks or generalist prediction markets.
Lead angle · vs. sportsbooks
You vs. The House
The structural difference is who's on the other side of your trade. A sportsbook profits when you lose and the math is in the line. Here you trade against other people and there's no house position at all.
| Competitor | Their weakness | Our angle | Ladder |
|---|---|---|---|
| DraftKings | House cut on every win; model needs users to lose. | You vs. the house. Imply in paid, name in organic. Show the math. | P1 |
| FanDuel | Same model, unfavorable long-run pricing. | You vs. the house, plus side-by-side payout comparison. | P1 |
| BetMGM | Vegas DNA, house-always-wins perception already baked in. | Built for the house. We're built for you. | P1 |
| Novig | Similar claims, thinner product. | Never use "vig" or "no vig" in any context. Lead on depth, community, product quality. | P1 · P2 |
| Kalshi | Generalist; not sports-first. | Built for elections. We're built for sports. Match their regulated-trust framing rather than ceding it. | P2 · P3 |
| Polymarket | Crypto-adjacent; not sports-focused. | Sharp, sports-first, for fans. US-regulated is the tiebreaker. | P2 · P3 |
Messaging · 02
Marketing Lines
Every approved ProphetX line — organized by the job it does rather than by pillar so any asset can reach for the right one. Each line is tagged with the pillar it ladders to; hover any chip to see what that pillar means. Do not invent new taglines; anything not on this list is unsanctioned copy.
Hero · leads everything
Same Moment.
Bigger Payout.
Bigger Payout.
All paid, organic and brand. Page and deck hero, static headline, opening or closing frame. When an asset carries one line, it's this one. Ladders to P1.
Identity · formal Ladders to P2
States what we are. No verb.
America's First Sports-Native Prediction Market
Press, boilerplate, partner decks, app store, regulatory, and awareness creative that has to explain the category. Sits under the hero as a subhead, never competing with it.
Identity · category-fluent Ladders to P2
Fluency as the signal.
The Order Book of Sports.
For traders and high-end enthusiasts who already know what an order book is. Trade media, sharp collaborations, trader-facing decks, and any placement where market literacy is the point.
Credibility anchor Ladders to P3
Standing proof.
Federally regulated.
Live nationwide.
Live nationwide.
Pillar-agnostic in practice — any asset, any campaign, wherever there's room. Anchors the regulated-access argument.
CTA · branded Pillar-agnostic
Ends a spot, carries the name.
Own your edge on ProphetX.
Final voiceover, end card, script sign-off. "Edge" carries both the payout argument and the sports-expertise argument — works across every pillar.
CTA · functional Pillar-agnostic
Utility.
Trade Now.
Buttons, end cards, app CTAs, performance and retargeting. Never a headline.
Do not invent
Do not invent taglines, hero lines, or brand lines. Do not present generated alternatives as approved. If a brief needs a line that isn't here, write it as a campaign or asset headline and label it clearly as new copy for review.
Current offer
The active promotional offer — used in performance creative, paid social, onboarding flows, and any campaign carrying a hook. One offer at a time; assume it will change with each launch.
Live offer
Trade $10, Get $20.
Sits under the hero on any performance surface. Not for use in brand or PR copy — that stays evergreen.
Paid-marketing disclaimer
CFTC-required disclaimer that must appear on any paid surface carrying the offer — paid social static, vertical video, CTV end cards. Copy the text below or download the ready-to-overlay art.
Trading sports event contracts involves substantial risk of loss and is not appropriate for all investors. Past results are not necessarily indicative of future results. You should consider whether trading is appropriate for you in light of your financial circumstances. ProphetX is a CFTC-regulated designated contract market. Full risk disclosure available at prophetx.co/risk.
Download SVG
Download PNGIdentity
Value Props & Features
The full argument for the product. Value props are the evergreen truths. Features are the dated set — specific capabilities in current campaign work. Competitor angles are the sharpest form of the argument, aimed at each rival. All three ladder to the same three pillars.
Evergreen value props
Better prices on the same trade — keep more of what you win
P1
No house cut, and no house taking the other side
P1
Set your own price instead of taking theirs
P1 · P2
Markets built for how sports fans actually trade
P2
Trade all game — add to, trim, or close a live position
P2
Nationwide on iOS, Android and web
P3
Federally regulated. Legal, live nationwide.
P3
Features · current promotable set v2.0 · Aug 2026
The specific product capabilities in current campaign work — dated by design. Features graduate into the evergreen value props above once they're simply how the product works. The heading date is the authority: if today is materially later, treat availability as unverified. Click a feature below to expand.
Parlay Builder
New
›
What it does
Combines several predictions into a single trade where all of them have to come in for it to pay. Pull picks from different games and different sports on one screen, and see upfront whether other traders are likely to take the other side.
Who it's for
Enthusiasts. Parlays are already how most of this audience plays. Ladders to P1 with P2 behind it.
What people use today
A sportsbook's parlay builder. Generalist prediction markets mostly don't offer sports parlays at all.
Why it matters
A sportsbook takes its cut on every leg and those cuts stack, so the more legs you add the wider the gap between their payout and ours. The clearest demonstration of the payout argument anywhere in the product.
Cash Out
Coming Soon
›
What it does
Close a position (or part of one) before the event finishes. Take the profit while the price is with you, or cut exposure when it moves against you. Managing one position instead of a stack of separate trades.
Who it's for
Enthusiasts and sharps, though the appeal is broad — being able to change your mind is what most people want first. Ladders to P1 with P2 behind it.
What people use today
A sportsbook's cash-out button, where the house quotes the buyback price and its margin is inside that number.
Why it matters
Same button, different mechanism. Selling to another trader at the market's price rather than accepting an offer from the party on the other side. The payout argument applied to getting out, not just getting in.
Naming rule
The product UI says Cash Out because that's what users search for. Brand and marketing copy says trade out of your position. A sportsbook's cash-out is the house quoting a buyback with its margin inside the offer; ours is trading out at the market's price. Using their word for our better mechanism concedes the argument.
Order Book
New
›
What it does
Shows every price other traders are currently willing to accept, and how much they want at each one. Take one of those prices, or post your own and wait for someone to meet it.
Who it's for
Sharps first, and enthusiasts who want to understand where a number comes from. Ladders to P1 + P2 equally.
What people use today
Nothing comparable at a sportsbook, which publishes one price and no view of what's behind it. Generalist prediction markets have order books, but not built around sports.
Why it matters
The mechanism the whole product rests on, made visible. A sportsbook can only quote you a number. Here you can see the market and set your own.
Futures
Restored
›
What it does
Season-long positions on how a team or player performs, tradeable in and out across the whole season rather than locked in until it ends.
Who it's for
Sports fans with a season-long view. Broad appeal across every tier. Ladders to P2 with P1 behind it.
What people use today
Sportsbook futures, which lock money in from the moment they're placed until the season resolves.
Why it matters
Being able to trade out is the difference. A sportsbook future is a bet you can't touch for six months; here it's a position you can add to or exit as the season tells you more.
Restored
Not a new capability — returning after being unavailable through the CFTC transition. Tagged restored so it doesn't graduate on the same clock as the rest.
Payment Methods
Coming Soon
›
What it does
Will expand how you fund an account and get paid out. Aera Pay today, with a wider set arriving through PayNearMe: debit and credit cards, bank accounts, Apple Pay, Google Pay, PayPal, Venmo, Cash App, and cash at retail locations nationwide.
Who it's for
Everyone, and disproportionately anyone new to the category who stalls at the funding step. Ladders to P3.
What people use today
Sportsbooks and payment apps they already trust. Any funding method a new user doesn't recognize is a reason to close the tab.
Why it matters
A trust and access feature, not a payout one. Someone new to a regulated exchange judges legitimacy partly by whether it accepts the payment method they use everywhere else.
Not yet live
Don't promote the expanded set in any copy until each method actually ships. When they start rolling out, name only what's live at the time of writing — never the full list as though it's all available.
Messaging · 03
Voice & Language
How we sound. What we never say. The word-level rules that hold across every channel and every asset.
We sound like
Precise and data-driven. Confident without swagger — the product does the talking. Written from the trader's point of view, not the platform's. Sports-obsessed: living in the injury report, the line move, the rumour mill. Celebratory when someone wins, because the win should feel earned. Elevated but not alienating. Decisive in a CTA.
We never sound like
Hyped, loud, or desperate. Gambling-coded. Corporate or over-lawyered. Busy — negative space is doing work. Corny or juvenile; humour only when it's certain to land. Weak on a CTA: never "Learn More," never "Click Here."
Word swaps
| Instead of | Say | Why |
|---|---|---|
| Bet · wager | Trade | What actually happens on an exchange |
| The team someone bet on | Position | What a trader holds |
| American odds (+200 / -150) | Percentages | The exchange price format. Sportsbook shorthand not welcome; percentages are what the product shows. |
Never use
| Gambling-coded | Lucky · jackpot · gamble · win big |
| Vig — hard ban | Vig, no-vig, no vig — the same idea in different clothing. Gives brand awareness to a direct competitor. Say "keep more," "better prices," or "no house cut." |
| American odds — hard ban | The +200 / -150 / -110 format. Too sportsbook-adjacent, and the product is percentages-only per CFTC guidelines. Use percentages / implied probability. Decimal (1.61) and fractional (5/8) formats are similarly out. |
| Verbs | Wager · wagering · play or playing as a verb |
| Absolutes | Guaranteed · risk-free · lock · sure thing · and absolutes generally |
| Contextual | Sportsbook, in hero copy |
| Commercial | Any specific fee or commission percentage |
Approved vocabulary
Trade · trading
Position
Price
Percentages
Implied probability
Odds
House cut
Prediction market
Event contract
Lay · fade
Edge
Market
Straights
Moneylines
Spreads
Parlays
Availability
Availability
Default to nationwide in brand copy. Listing specific states is fine when the work is targeted to those states (paid geos, state-launch creative, local partnerships). The only hard ban: never say "all 50 states." Some states drop in and out due to prediction-market litigation; the claim ages badly the moment a state goes offline.
Identity
Content Guide
For creators, producers, and the social team. Six content pillars, grouped under three category groups — Payout, Sports, and Culture. Each pillar carries its own set of content vehicles (formats). Some vehicles work under more than one pillar — that's on purpose.
Payout
You make more here · ladders to P1 · vs. Sportsbooks
1 Same Moment. Bigger Payout. AudiencesT1 · T2 4 vehicles ›
Content vehicles
Highlights + graphic overlays
Tee ups + reactions
Betting strategy
Green screen over X post / industry commentary
2 Sportsbooks Are Criminals AudiencesT1 · T2 7 vehicles ›
Content vehicles
Highlights + graphic overlays
Tee ups + reactions
Betting strategy
Green screen over X post / industry commentary
Stunty / guerilla style
Callouts
Comparisons
Sports
Built for sports fans · ladders to P2 · vs. Generalist prediction markets
3 First Sports-Native Prediction Market AudiencesT1 · T3 9 vehicles ›
Content vehicles
Custom markets
Line movement (recreational)
Line movement (informational / breaking news)
Audience-driven
Analysis
Product functionality
Breaking news
Highlights
Betting math
4 Betting Education / Edge Seeking AudiencesT1 · T2 5 vehicles ›
Content vehicles
Line movement (informational / breaking news)
Analysis
Green screen over tweets
Line movement (recreational)
Betting math
Culture
Sports & trading culture — the social layer · content-only · no message-hierarchy equivalent
5 Betting Culture AudiencesT2 · T3 13 vehicles ›
Content vehicles
Reaction videos
IRL at game / immersive bettor
Bad beats
Celebrating big / insane wins
Street / bettor interviews
Line movement
Picks
Tail / fade me
Trends
Analysis
Comedic
Sketches
Memes
6 General Sports Fandom AudiencesT3 · T4 8 vehicles ›
Content vehicles
Reaction videos
IRL at game / immersive fandom
Breaking news
Real-time game updates
Rumor mill
Highlights
Open discussion topics / bar-style sports conversations
Memes
Trust
Legal, regulated, nationwide · ladders to P3 · vs. Unawareness / offshore
No dedicated content pillars in the partner content guide today. The credibility anchor Federally regulated. Live nationwide. in Marketing Lines carries this argument until Trust-specific pillars are commissioned.
Format example
Format
No example clip on file yet. Drop a vertical-video URL for this format in
FMT_EXAMPLES (in the brand book source) and it will play here.The only language rules that matter
If a creator reads one page in this whole book, this is the page.
| Say this | Never say |
|---|---|
| Trade — not bet or wager | Bet · wager · play |
| Position — the side you hold | Vig · no-vig |
| Price — the exchange word | Lucky · jackpot · gamble · win big |
| Percentages — the format for our prices | American odds (+200 / -150) · decimal · fractional |
| House cut — never vig | Lock · guaranteed · sure thing |
| Edge · market · event contract | Any specific fee or commission |
Default availability language is nationwide. Listing specific states is fine when the work is targeted at them; the only hard ban is "all 50 states" — states occasionally go offline due to prediction-market litigation. Parlays are fine to say, along with straights, moneylines and spreads. When a piece needs a trust line, use the credibility anchor: Federally regulated. Live nationwide.
The competitor picture — quick view
The short version, for creators. Full breakdown by competitor lives in Message Hierarchy →
Lead angle · vs. sportsbooks
You vs. The House
A sportsbook profits when you lose — the math is baked into the line. Here you trade against other people and there's no house position at all. That's the argument that closes almost every payout-tag piece.
vs. Sportsbooks
DraftKings · FanDuel · BetMGM — imply in paid, name in organic. Show the math.
vs. Prediction markets
Kalshi · Polymarket — sports-native is the tiebreaker.
Rule of thumb — competitor names belong in internal briefs and organic social where a callout works. In paid, keep it to sportsbooks or generalist prediction markets.
Downloads
Content Guide download — creator + influencer pack
A two-page PDF that mirrors this page: six pillars, evergreen value props, voice basics, and logo previews. Includes a one-click link inside the PDF to the full creator pack — every wordmark + Single X variant as SVG, PNG, and AI. Built to hand to a partner and have them ready in a scroll.
Download PDF
Docs
Docs & AI Context
Every downloadable messaging and reference file grouped by job so you don't have to sift through the whole book to find one in a pinch. Nothing new here — same files that live in Brand Assets, Content Guide, and the Messaging sections, just singly organized.
Messaging AI context · language work only, no visuals
AI brand context — Messaging
prophetx-ai-context-messaging.md
The full messaging system — brand fundamentals, three pillars (P1/P2/P3) with audience tiers, approved lines, voice, vocabulary, word swaps, hard bans, content tags, features, competitor angles, craft standard. Everything an AI needs for copy, scripts, PR, ad lines, voiceovers — anything language-first with no visual output.
Download
Design system AI contexts · messaging + visual system for a surface
AI brand context — Marketing
prophetx-ai-context-marketing.md
The full messaging block plus the Marketing visual system — Big Shoulders 800, Marketing palette, dark ground, gradient allowlist, logo integrity rules with file paths, clear-space + minimum-size specs. Feed to any AI before consumer creative: ads, social, OOH, event graphics.
Download
AI brand context — Corporate
prophetx-ai-context-corporate.md
The full messaging block plus the Corporate visual system — Fraunces + Outfit, cream ground, extended palette for data viz, solid-panel rules for section dividers and hero moments, logo integrity rules with file paths. Feed to any AI before editorial work: reports, decks, investor comms, thought-leadership.
Download
Partner quickstarts · one-page PDFs
Brand Quickstart — Marketing
ProphetX-Brand-Quickstart-Marketing-v2.0.pdf
Two-page PDF for freelancers, vendors, and consumer-creative partners. Approved lines, hard bans, vocabulary, Marketing visual system.
Download PDF
Brand Quickstart — Corporate
ProphetX-Brand-Quickstart-Corporate-v2.0.pdf
Two-page PDF for editorial partners, deck designers, and investor-comms producers. Fraunces + Outfit, cream ground, solid-panel rules, Corporate visual system.
Download PDF
Content Guide download · creator + influencer pack
ProphetX-Content-Guide-v2.0.pdf
Two-page PDF mirroring the Content Guide — six pillars, evergreen VPs, voice basics, logo previews. Includes a one-click link inside the PDF to the full creator pack (every wordmark + Single X variant as SVG, PNG, AI).
Download PDF
Missing something? Email jeff.donaldson@prophetexchange.com and it lands here.