The synthesis of some novel donor-acceptor and acceptor-donor-acceptor systems containing a 2,2'-bi3,2- thienothiophene donor block and various electron-accepting units is described alongside their photophysical properties studied using electrochemistry, optical spectroscopy and theoretical calculations. The obtained results show that the energy levels can be modulated by changing the strength of the acceptor unit. Among the three investigated end-groups, 1,1-dicyanomethylene-3-indanone exhibited the largest bathochromic shift and the lowest band gap suggesting the strongest electron-withdrawing character. Moreover, the emissive properties of the investigated systems vary greatly with the nature of the terminal group and are generally lower compared to their precursor aldehyde derivatives.