Created to reposition National Lottery Scratchcards beyond traditional gambling perceptions, the redesign aimed to modernise the category while strengthening its connection to the wider National Lottery brand and its support of good causes.

The new card range balanced playful, highly ‘playable’ design with a cleaner, more contemporary visual approach, introducing original typographic systems, simplified layouts and distinctive colour palettes designed to improve navigation and stand-out at retail. Working closely through both qualitative and quantitative research groups, the designs evolved through ongoing audience insight and testing before shaping the final rollout, marking the first major redesign of the Scratchcards range since launch.

Creative Leadership across product redesign, visual identity systems and consumer insight integration.