After 20 years, the National Lottery brand needed to evolve to keep pace with a fast-changing contemporary Ireland. Organic brand growth had resulted in a fragmented and weakened brand offering.The brief was to invigorate the fun and excitement that is at the heart of the National Lottery. This would increase its appeal to a wider audience, strengthen its capability to grow and increase the funds raised for good causes throughout Ireland.

A comprehensive brand review determined the need for a new brand identity.

National Lottery’s new brand essence of Winning Ways was visually translated through the creation of an appealing and enchanting masterbrand symbol. The iconic little green star reflects the desires and aspirations of everyone in Ireland. His enthusiasm and charm are infectious. Everywhere he goes, he spreads good luck and good fortune.The masterbrand strategy brings alignment to the National Lottery game portfolio, media channels, beneficiary branding, sponsorship activity and stakeholder engagement. The programme included the implementation of the new identity, game portfolios of identities, brand look-and-feel, brand artworks and guidelines, unique Lottery! font, retail experience, beneficiary look-and-feel and stakeholder events.

The new identity has been proudly received as more Irish, more appealing to all ages and demographics and significantly more visible in retail - a world-class, iconic and lucky brand for the future.