Creating a cohesive Lottery brand

We began by exploring how to bring joy, warmth and cohesion to the existing lottery portfolio. The creative strategy focused on transforming the experience of playing, shifting the perception from a transactional ticket purchase to an emotionally rewarding act of support. The aim was to strike a balance between the excitement of winning and the impact of giving.

At the heart of the new identity is a cheerful, animated mascot named Jack (short for Jackpot… see what we did there). Designed to personify the spirit of the Lottery Hub, Jack brings energy, character and approachability to the platform. He adapts his look and personality to suit each individual lottery, whether he’s jumping for joy in The Million Pound Lottery, donning a festive jumper for The Christmas Lottery, or showing up with a friendly smile for The 5000 Club.

Jack is more than a mascot. He’s a visual ambassador for the Lottery Hub, helping to make the draws feel personal and inclusive. His adaptability allows each sub-brand to have its own flair while still tying back to the wider system.

Visually, the design system is vibrant, modern and full of movement. It includes flexible assets for social media, digital campaigns and promotional materials, all designed with clarity and consistency in mind.

The first major activation of the new brand was focused on The Million Pound Lottery. We rolled out the identity across social content, digital ticket platforms, physical tickets and point-of-sale collateral, including signage and window vinyls throughout de Gruchy’s department store during a branded takeover. Floor vinyls along the high street helped drive foot traffic and awareness, while in-store visuals brought energy to the retail experience.

Next up was the Christmas Lottery. Building on everything we learned from the Million Pound Lottery launch, we were able to roll out the new identity quickly and efficiently across the same touchpoints. The creative appeared across social, digital ticket platforms and physical retail, with a strong presence throughout Voisin’s Department Store, where festive branding, signage and in-store visuals brought the Christmas Lottery to life.

The response to the new identity has been overwhelmingly positive. Both the Hospice team and supporters have praised the fun, friendly and professional look of the new Lottery Hub, and the impact it has had on awareness and engagement.

Following the launch of the new brand, both the Million Pound Lottery and the Christmas Lottery sold out. The strong visual identity, clear structure and consistent rollout helped drive demand and participation, generating vital funds for Jersey Hospice Care’s services. The new brand not only brings personality to the lottery experience but also provides a strong foundation for future campaigns and continued growth.