Our approach was to build an identity around pace and movement that was well suited for all their platforms. The outcome strengthened and modernised the brand significantly and was well received by a very hard-to-please target group: The horse betting punters. ATG is more than a betting company. It also plays a big role in the trotting society and is heavily involved in everything from horse owners to races and events on tracks all over Sweden. Bold was asked to create a new visual identity that reflects the pace and strength that ATG stands for today — the combination of live sport and live gaming.
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