Created to modernise Camelot’s internal identity and reconnect the business with the energy of The National Lottery brands, the rebrand aimed to inspire both the workforce and the future culture of the company.

Built around the proposition ‘Creators of Games’, the new identity system used a bold contemporary palette and graphic language inspired by cutter templates, reflecting creativity, construction and the behind-the-scenes craft of building games loved nationwide. Beyond visual identity, the refresh was designed to influence the wider working environment and employee experience, helping rejuvenate company culture, energise teams and attract new creative talent into the business.

Creative Leadership across brand proposition, identity development and integrated rollout.