Life Changing

To change more lives, The National Lottery had to appeal to a new generation of players. It needed an idea to unite its games, re-energise its culture, and link vast prizes with vast investment in social causes.

When Wolff Olins partnered with Camelot it was facing a paradoxical challenge. The National Lottery, which Camelot runs, was one of the largest consumer brands in the UK, raising £6.5bn that year, but it wasn’t enjoying the benefits of its success. With a strong focus on prize money over the social causes it enabled, it felt one dimensional and archaic. The gaming world had changed a great deal, and people had little connection with the stalwart brand.

We put the famous 'crossed fingers' at the heart on the new expression alongside a new flexible system used to communicate the idea of ‘Life Changing’. We wanted reflect contemporary Britain with a more digitally-focused brand and identity.