The National Lottery and it’s game brands: Lotto, Euromillions and Instants, had not undergone a refresh for 20 years, leading to a decline in uninspired players and a lack of understanding around donation to good causes. Leading a team alongside Wolff Olins we developed a suite of fresh, contemporary logos and design systems that linked through the iconic crossed fingers, whilst retaining their own individual personality through their colour and shape. We also created a brand new look for all advertising and marketing comms, embedding in AMV to integrate the new look and feel into future advertising campaigns. Guidelining across multiple platforms this flexible system was easy to use and could be picked up by the many creative partners we worked with.