For the millions

To celebrate The National Lottery's 25th birthday and restore its sense of joyful purpose, the organisation needed to re-look at the brand identity, and both digital & physical touch points.

Client: The National Lottery
Role: Lead Product Designer
Agency: Jones Knowles Ritchie (JKR)
Senior: Ivan Mato (Creative Director)
Problem

Since the inception of the UK National Lottery in 1994, players have raised more than £40 billion for good causes across the UK.

After 25 years in the game, it was time for the National Lottery to reclaim its role in national life. It needed to remind players that – even when their luck doesn’t come in – their gameplay benefits their local communities and the wider country. It was time to bring back the joy of play and shine a light on the good causes.

Solution

We created a fresh look and feel for the brand, rooted in The National Lottery’s mission to make extraordinary happen for everyone.

We designed the new identity digital-first to energise and speak to a new generation of players, who are increasingly going online to find their games. All digital platforms were developed to put people in control of their play, with a range of tools to give them the ability to limit spend, take a break or keep an eye on their playing habits.

Understand the possibilities

To truly understand the potential of this piece of work, we conducted a kick-off workshop with the client to do a deep dive into the core digital journeys – Registration / Play / Results. We used this to discuss some key customer centred topic areas such as critical moments, pain points, navigation etc.

Define the flows

In collaboration with the National Lottery team, I mapped out how customers interacted with our digital platforms, across two core journeys. The purchase/playing of a lottery ticket, and checking whether you won. These were also mapped out across both browser and app to define platform specific variations.

Initial wireframes

In collaboration with the National Lottery team, I mapped out how customers interacted with our digital platforms, across two core journeys. The purchase/playing of a lottery ticket, and checking whether you won. These were also mapped out across both browser and app to define platform specific variations.

TNL_APP_Play_01@2x
TNL_APP_Play_02@2x
TNL_APP_Play_03@2x
TNL_APP_Play_04@2x
TNL_APP_Play_05@2x

It was time for a refresh, to redefine the brand’s identity, and to reclaim the role of The National Lottery in national life.

Keith Moor Chief Marketing Officer, Camelot

Digital first branding

As the digital lead, working with a team of more traditional, brand and print based designers, I was able to bring a different perspective to how we approached the design from a digital brand perspective, ensuring we looked into things like colour accessibility, type setting and consistency across the board.

Initial design experimentations

Game worlds

Working with the wider team, and some very talented branding designers, we created curated worlds for each of the games. These allowed for the individual personality and nuances of each game to come to life, but still be part of the wider design system.

GameWorlds01@2x
GameWorlds02@2x
GameWorlds03@2x
GameWorlds04@2x

Design rollout

Our objective was to restore The National Lottery’s sense of joyful purpose, reinvigorating its legacy, and shining a light on the Good Causes supported.

The new identity has already resonated with the general public. In fact, 84% of participants surveyed said they felt positively about the new design.

Design guidelines

As part of the project delivery, I also created a design system and component library that we handed over to the National Lottery in house design team to implement with their developers, and an online brand portal as an updated version of their guidelines that could constantly grow and adapt.