PAF
A channel for fun
PAF, a well-established sports betting and gaming operator based in Åland, set out to revamp its global brand and corporate identity. The goal was to transform the brand into a more meaningful, distinct, and future-ready entity that resonates better across multiple markets.
Starting point
The project began with a comprehensive brand strategy and identity audit. This groundwork shaped the direction of the renewal, framing PAF as a well-established newcomer – an experienced player with the credibility of a trusted operator, yet entering new markets with fresh energy and relevance.
Approach
The renewed brand identity was built around PAF’s core essence: the thrill and excitement of gaming and sports betting, combined with the ease, trust, and responsibility of a long-standing, credible company.
At the heart of the identity sits the PAF wordmark, reimagined as a symbol of the thrill of the unexpected. This versatile element is applied both as a strong marker of instant identification as well as a playful, surprising design device. The broader identity system balances timeless legacy with contemporary approachability – conveying both tradition and effortlessness in equal measure.
Impact
The new brand identity received strong internal approval and is set for an international rollout across all PAF markets – Åland, Estonia, Spain and Sweden – during 2025 and 2026.
Awards
Collaborators
Awards
