Bringing our nation’s dreams to life

Camelot’s license to run the UK’s National Lottery was approaching renewal. A growing family of games had led to confusion and falling consumer appetite. 

We developed a new game architecture creating a visually aligned but differentiated family which communicate the idea of each game.

Supporting my Creative director throughout the project from concept through to developing the guideline. Highlights of this piece of work were helping art direct the photography style and developing the bespoke font with specialists Dalton Maag.