Boorook: For bookies and rookies

Boorook is a betting companion app designed to act as your “wingman” in the world of sports betting. Instead of placing bets directly, Boorook helps both seasoned bettors and total rookies navigate the process with confidence, making betting feel approachable, engaging, and fun. I was tasked with building Boorook’s brand identity from the ground up — shaping its positioning, tone of voice, and visual system to reflect its mission to “spice up the betting scene.” Along the way, I collaborated with Dean Maj (awesome guy btw), who brought the brand’s mascot Brook to life through motion and character development, giving the brand a playful guide at its core. The result is a vibrant identity that transforms betting from a daunting, corporate experience into something lively and chill.