The brief
Svea Casino is one of Sweden's biggest casino affiliate brands and one of Game Lounge's flagships. Its identity had dated: the old mark was a Swedish cross inside a casino chip. It needed to feel modern and current without losing the authority a brand that size carries.
The approach
I kept the Swedish and casino cues but rebuilt them into something contemporary. The old cross-in-a-chip gave way to three playing cards fanned over a crown, one outer card carrying a suit, a lucky seven, and the Svea flag at the centre. It reads as modern casino while still signalling Sweden, and holds up from favicon to billboard.
The outcome
Shipped as a full identity with guidelines and the core applications, now rolling out across one of Game Lounge's largest brands. It replaces a dated mark with something that looks current in a competitive Swedish market, and gives the team a consistent system to build on as it grows.
This write-up is still a working draft.