| Ireland National Lottery
2009 REBRAND 100 Winners > distinction
Industry/Sector: Entertainment/Leisure
Enterprise Rebrand
Country Base: Ireland
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - 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.
Challenge - 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.
Strategy - 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 program 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.
Result - 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.
Credits:
Client: National Lottery - www.lottery.ie
Brand Strategists/Designers: The Brand Union - Dublin Office - www.thebrandunion.ie
Creative Director: Sarah Maguire
Account Director: Clare Bailey
Account Manager: John Dwyer
Brand Consultant: Steve Payne
Brand Consultant: Jim Dunne
Executive Sponsor: John Rooney
Retail Account Manager: Caroline Auld
Production Consultant: Cathal MacDonagh
Creative Lead: Oisin Hurst
Senior Graphic Artist: Tom Sutton
Senior Designers: Craig Poore, Anne-Marie Williams
Designers: Laura Macaulay, Peter Wood
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