Following 20 years without a major evolution, The National Lottery and its game brands, Lotto, EuroMillions and Instants, underwent a full creative refresh designed to reconnect with modern audiences and better communicate the impact of National Lottery funding for good causes.

Working alongside Wolff Olins and AMV BBDO, we developed a contemporary suite of logos and flexible design systems unified through the iconic crossed fingers symbol, while allowing each game to retain its own distinct personality through colour, typography and form. Alongside the identity refresh, we created a new visual direction for advertising and marketing communications across all platforms, embedding within AMV to help integrate the system into future campaigns and wider brand storytelling.

Designed to work seamlessly across multiple creative partners, the system balanced consistency, flexibility and long-term scalability across the full National Lottery ecosystem.

Creative Leadership across brand identity development, design systems and integrated campaign rollout.