A rebrand for Camelot, the company that run the National Lottery. An ambition to modernise and inspire the dynamic workforce, as well as creating a link to the National Lottery brands. Creating a brand proposition of the ‘Creators of games’, the new identity used a bright, contemporary palette and a graphic style inspired by cutter templates. We aimed to not only rejuvenate the brand but also the environment, culture and in turn workforce, encouraging fresh talent through the doors.