AGS had grown into a major force in global gaming, but its visual identity no longer reflected the energy, innovation and performance of the business.

I helped develop a bold new identity built around the idea of electrifying the category.

AGS needed a visual identity that could better capture the energy, intensity and unpredictability of gaming, while creating a more distinctive presence across its growing portfolio of products and experiences.

I helped develop a bold new system centred on a lightning bolt symbol representing power, energy and transformation. The bolt became more than a logo element, extending across patterns, layouts, backgrounds, motion and merchandise to create a recognisable graphic language throughout the brand.

The wider identity combines high-impact typography inspired by performance culture with a strong monochromatic foundation that allows game characters and product imagery to take centre stage. Vibrant secondary colours introduce moments of surprise and intensity, while the system was extended across digital, environmental, apparel and internal applications to create a cohesive and highly flexible brand experience.