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.
