Local Grants
Major brand refresh for Lotto NZ's community grands programme.
The CLIENT
Lotto New Zealand | Local Grants
The ROLE
Design Lead | In-house
The Services
Creative direction • Visual Identity • Design systems • OOH campaign design • Artworking
THE Challenge
The gambling landscape in Aotearoa was changing - new ASA laws meant overseas casinos could advertise here for the first time. Lotto NZ’s response was Local Grants: a brand built to publicly and proudly communicate that 100% of profits go back into communities all across Aotearoa.
My brief was to create the full visual identity, a brand strong enough to carry that message clearly and consistently across the always-on national marketing campaign.
THE Outcome
Building from the lockup and Love Pin asset provided by DDB, I developed a visual identity system built to function as a large-scale, always-on nationwide campaign - living across digital, social, OOH and instore without losing its clarity or impact.
I developed a modular design system with simple, repeatable rules across typography, colour and layout, with flexible graphic devices that easily adapt to different channels, assets and stories. This structure allows the campaign to scale nationally while balancing consistency with variation, making recipient photography the hero of the piece. This ensures it remains cohesive, accessible, and impactful without visual fatigue.
THE Result
A 10% brand uplift and a 6x the average AUNZ positive sentiment rating.
