Do It For The Millions


Since the launch of the UK National Lottery in November 1994, players have raised more than £40 billion for good causes across the UK.

After 25 years in the game, it was time for the National Lottery to reclaim its role in national life. It needed to remind players that – even when their luck doesn’t come in – their gameplay benefits their local communities and the wider country. It was time to bring back the joy of play and shine a light on the good causes.


Brand Identity

Copy Writing

UX/UI Design

Film & Motion

Social Media Content

Brand Activation


It’s Nice That


We created a fresh look and feel for the brand, rooted in The National Lottery’s mission to make extraordinary happen for everyone.

We designed the new identity digital-first to energise and speak to a new generation of players, who are increasingly going online to find their games.

All digital platforms were developed to put people in control of their play, with a range of tools to give them the ability to limit spend, take a break or keep an eye on their playing habits.

It was time for a refresh, to redefine the brand’s identity, and to reclaim the role of The National Lottery in national life.

Keith Moor, Chief Marketing Officer, Camelot

Each touchpoint has been injected with a refreshed sense of excitement, ensuring players feel happy and upbeat every time they see and think of The National Lottery.

We translated the energy and excitement of the online world into more traditional retail spaces.

In 2020, The National Lottery will also  be taking to the streets. Blue bricks, beams, benches, plaques and walls will be installed across the UK to highlight  the  life-changing impact playing has had on local communities. 

Our objective was to restore The National Lottery’s sense of joyful purpose, reinvigorating its legacy, and shining a light on the Good Causes supported.

The new identity has already resonated with the general public. In fact, 84% of participants surveyed said they felt positively about the new design.

Ad by Adam & Eve