Local Grants
Major brand refresh for Lotto NZ's grants board.
CLIENT
Lotto NZ | Local Grants
ROLE
Senior Designer (in-house)
Services
Creative direction, branding, print assets,
OOH campaign design.
The Brief
Create the visual identity and brand guidelines for Local Grants - the development of Kiwis Helping Kiwis, Lotto NZ’s grants board. Local Grants is one of Lotto NZ's most important brands — it's how the organisation publicly demonstrates that 100% of profits go back into New Zealand communities. In a gambling landscape where trust is hard to earn, this brand does serious work in differentiating Lotto NZ from every other player in the category.
THE OUTCOME
Development of the brand’s visual identity stemmed from the lockup and the ‘Love Pin’ asset provided by DDB from the TVC end frame. Local Grants is all about giving back to our communities, highlighting that all profits go back to good causes and sharing amazing grant recipient stories from all around Aotearoa. I wanted this to be the cornerstone of the visual identity, so focused the exploration on ways to hero imagery and straplines.
I developed a visual identity system designed to function as a large-scale, always-on campaign across Aotearoa. Built to live across multiple channels, from digital and social to OOH and instore - the system needed to remain clear, recognisable, and engaging over time. I created a modular visual language with simple, repeatable rules across typography, colour, and layout, alongside flexible graphic devices that adapt to different communities and messages. This structure allows the campaign to scale nationally while balancing consistency with variation, ensuring it remains cohesive, accessible, and impactful without visual fatigue.
THE RESULT
The brand refresh resulted in a 10% brand uplift and a 6x the average AUNZ positive sentiment rating.
