Svenska Spel Appoints Forsman & Bodenfors Happy as Strategic Brand Design Agency

In the fall of 2024, Svenska Spel initiated a public procurement for strategic brand design as the current contract expires in 2025. It is now confirmed that F&B Happy has once again been entrusted with the assignment.

"We've had the privilege of receiving proposals at an impressively high level from some of Sweden's top agencies in strategic brand design. After an intense and challenging, but above all enjoyable, process, we look forward to signing the contract with F&B Happy," says Frank Hojem, CMO at Svenska Spel.

Svenska Spel is currently undergoing a comprehensive strategy and branding effort, which includes changes in communication, visual identity, and customer interaction. The goal is to reinforce the updated purpose of Svenska Spel: to create joy in gaming with care and give back to society. F&B Happy’s expertise in strategy and design is considered a key asset in this transformation.

"Svenska Spel has long experience and exceptionally high ambitions in branding and communication. Winning the tender is a thrilling accomplishment, and we are excited to take the brand to new heights together. This is a clear testament to our strategic and creative expertise in brand design," says Lotta Thiringer, client director at F&B Happy.

The assignment covers strategy and design for the entire Svenska Spel Group. The contract is valid for two years starting in December 2024, with the possibility of a 1+1 year extension.