The National Lottery brand architecture had become fragmented and game-led, weakening brand equity, creating inconsistency and reducing the brand’s ability to operate as a single, powerful system.
National Lottery
To grow long-term value, the brand needed to shift from a product-led to a unified master brand approach. This needed clarity, coherence and a distinctive visual world to connect audiences emotionally and provide a strong, flexible foundation for future growth.
We created a unified brand expression reasserting the strength of the master brand, with a new design system, custom typeface and a brand toolkit for consistent implementation across every touchpoint.
