Speedgate
AI is everywhere. Mostly, we hear about it taking our jobs and shooting us with lasers. But the truth is, artificial intelligence is a beautiful thing. What if we collaborated with the robots and asked AI to invent an entirely human experience—maybe even a new sport? Would it be playable? Would it be fun?
The answer blew our minds, and has grown to be a legitimate global
phenomenon almost overnight, with people from 50 countries starting teams and half a billion earned media impressions in the first two weeks alone.
A new sport needs an identity however, and our team worked to craft one that emphasized the energy and human aspects of the game.
Check out the live project ︎
The answer blew our minds, and has grown to be a legitimate global
phenomenon almost overnight, with people from 50 countries starting teams and half a billion earned media impressions in the first two weeks alone.
A new sport needs an identity however, and our team worked to craft one that emphasized the energy and human aspects of the game.
Check out the live project ︎
![](https://freight.cargo.site/t/original/i/483690f6f4bf1efb72ca472d82d9ba79352572582528ab55caa632ce9bd30854/Gustav-Holtz-Design-Speedgate-Flag.png)
![](https://freight.cargo.site/t/original/i/92e4a3dc74634f4a98272cd8ad23fd8a10be9326c61da6027ff05d3db8877a67/Gustav-Holtz-Design-Speedgate-Posters.png)
![](https://freight.cargo.site/t/original/i/eb710cf0e3f1fb42bdbe1a0caec2aec941e86d89ad5eb1a4b7072faaafdf57af/Gustav-Holtz-Design-Speedgate-Stickers.png)
![](https://freight.cargo.site/t/original/i/6f757bae5885aa207e1afda28a16590ea2ff27558132f9766771063b4e295d53/Gustav-Holtz-Design-Speedgate-Portrait-1.png)
![](https://freight.cargo.site/t/original/i/b262f0292214eca412eaac6a999fadf3c2cf46f4fdce1e97b980768da2bf245e/Gustav-Holtz-Design-Speedgate-Portrait-2.png)
![](https://freight.cargo.site/t/original/i/d944899049df48386af623979b8c2d3effe196b90bd769c95278fce2fd1c528a/Gustav-Holtz-Design-Speedgate-Poster-Grid.png)
![](https://freight.cargo.site/t/original/i/954830ec7f594f1292b362fb5966db2146fa0762e3ebf9c509e9eadb9b92aabb/Gustav-Holtz-Design-Speedgate-Graphic-Elements.gif)
![](https://freight.cargo.site/t/original/i/aa938bb8115c562a482c0c342ef7f3e47362c623f0be7d03162a87370e2dc7bb/Gustav-Holtz-Design-Speedgate-scarf.jpg)
![](https://freight.cargo.site/t/original/i/f5ec4d71fbe406b5dc789845cb25f03357d6d68ae71c9d421cd5ee5c714059a8/Gustav-Holtz-Design-Speedgate-Hat-Front.jpg)
![](https://freight.cargo.site/t/original/i/a2b43e39be353e3bfcfb0954d1a968990db04229576e58002e603b4471cc35f2/Gustav-Holtz-Design-Speedgate-Hat-Rear.jpg)
![](https://freight.cargo.site/t/original/i/4499becf940a3b0526cc8ae8569747c9b8a274c0f386895ce4fe32d86678a8d4/Gustav-Holtz-Design-Speedgate-Tshirt.png)
The Launch
What started as an experiment quickly became an obsession. A few weekend tests grew to a full league, with weekly matches and a co-sponsored panel with Nike and offcial recognition by the Oregon Sports Authority.
![](https://freight.cargo.site/t/original/i/7f3ce4af1e4c741b42dbc3e07b95e3aa25d72ac633f2087e1083094329737b2f/Gustav-Holtz-Design-Speedgate-DWP-Event-1.jpg)
![](https://freight.cargo.site/t/original/i/6d0425b75458341610938efd7cd39a7b427fe6859010f7896c43656c1610e2e7/Gustav-Holtz-Design-Speedgate-DWP-Event-2.jpg)
![](https://freight.cargo.site/t/original/i/bba664f3d6d67c7ba6615d25e43c11cada6560041d687e802ff2fe316446ed97/Gustav-Holtz-Design-Speedgate-DWP-Event-3.jpg)
Role
Design Lead
Creative Direction
Design