LeoVegas Mobile Gaming Group has grown from a Nordic gaming challenger into an international group of brands, and part of MGM Resorts International. With that growth came a complex brand challenge. The corporate brand needed to separate from the consumer-facing LeoVegas brand without losing the equity built over time. At the same time, it needed to become a stronger home for a growing portfolio of consumer brands, preserve the culture that had shaped the company, and find its place within the world of MGM Resorts International.

We started by getting to know the brand from the inside, through the people who shape it and live it every day. This helped us understand what needed to be preserved, what needed to evolve and what could bring a diverse group of brands and people together. One thing stood out: the lion. More than a visual symbol, it had become a strong carrier of the culture and a shared expression of the challenger spirit within the organisation. So while the corporate brand needed a new role, the lion needed to evolve with it.

From there, we defined a strategic direction that could balance heritage with ambition, independence with belonging, and Leo culture with the scale and stature of MGM. We translated it into a complete corporate brand system, spanning a refined logo and visual identity, design principles, Voice of Leo and clear guidelines for how the brand looks, sounds and behaves across touchpoints.

The result is a cohesive and flexible system built for the next chapter of LeoVegas Mobile Gaming Group. One that gives the corporate brand a distinct role, creates a stronger home for the brands within the group and brings strategy, design and culture together in one expression. Connected to MGM Resorts International, but still unmistakably Leo.