Monkey Knife Fight

Monkey fight. Monkey win.

Services

Brand strategy, identity, interface design

Result

Acquired by Bally’s Corporation for ~$90M in 2021; fastest-growing daily fantasy sports brand in the US.

They wanted to take on DraftKings and FanDuel, so we helped them build a brand from the ground up. We informed every part of it, from the identity to the interface, and made some very strange things that got on the news and became a small part of culture. Celebrities started wearing it without being asked. Before Bally’s bought them for 90 million bucks, they were the fastest growing DFS brand in the world.

Monkey Knife Fight brand identity by Cooper, Levy & Partners, a San Francisco design studio

Simply put, we informed every aspect of this brand. Along the way, we did some very strange stuff that got on the news and became a little part of culture. When celebs start wearing your brand without any reason, you know it might be relevant.

Gameplay promo video advertisment.

XFL Wildcat Hussle.
“
Cooper, Levy is amazing. I owned a company. They made it cool and relevant. I sold it for a lot of money. Pretty awesome.
Bill Asher, Founder

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