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Brand.I led the refresh and evolution of Lotto New Zealand’s brand guidelines, ensuring the retail brand kept pace with an expanding portfolio of games and touchpoints.
Working closely with Lotto HQ teams and agency partners, I developed a comprehensive and practical brand guide that covers logos, colour systems, typography, slogans, imagery, and in-store formats. Built on an existing foundation, the guidelines were rigorously tested across multiple colourways and placements before being rolled out to over 1,400 stores nationwide.
Designed as a living document, the guidelines continue to evolve, supporting new brand extensions while maintaining clarity, consistency and confidence at scale.
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Office Refurbishment.I led the creative direction and communications for Lotto New Zealand’s office refurbishment, partnering closely with our external agency to deliver a workplace aligned to modern, activity-based ways of working.
The refit was designed around how people actually work; balancing quiet focus zones, collaborative and team spaces, breakout areas, and flexible rooms for in-person, virtual and hybrid meetings. Alongside spatial design, I oversaw brand integration, messaging and wayfinding to ensure clarity, consistency and ease of use across the environment.
Sustainability was a core consideration throughout, with modern materials, streamlined technology and enhanced security supporting a more flexible, inclusive and future-ready workplace that reflects the diversity of the Lotto team.
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Imagine Campaign Platform.
Creative development and content production support for Lotto NZ’s Imagine TVC campaigns.
Working within an in-house and agency hybrid model, I contributed to concept development and led content creation to extend the campaign across digital and social channels.
The work focused on translating the imagination and possibility at the heart of the Imagine platform into engaging brand content that could live beyond the TVC, helping the campaign connect with audiences across multiple touchpoints.
Campaigns contributed to include:
- Armoured Truck (2018)
- Lost Ticket (2020)
- Seaside Move (2022)
- Armoured Truck (2018)
- Lost Ticket (2020)
- Seaside Move (2022)
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Promotional Campaigns.Each year, the Lotto game family (Lotto, Powerball, and Strike) as well as Instant Kiwi run various promotions during major holidays such as Christmas, Father's Day, and Mother's Day.
Like the rest of Lotto NZ's brand and portfolio, these promotions have evolved, but our approach remains the same. We aim to put ourselves in the shoes of a customer in a Lotto store and communicate the key messages in an engaging and easily understandable manner. When working on any project, it's important to consider the purpose and environment it will be in, to ensure that it is the most effective and successful solution possible.
