State Lottery of Serbia
Didn't take any chances with this one
With great client comes a great responsibility and State Lottery sure is a big deal. We were tasked to rebuild the identity for each and every lottery game and create a suitable campaign as well.
Basically, the main challenge was to reinvent the corporate identity of the national lottery, a service that shares certain similarities with other commercial brands or sectors, but without actual product use value. To overcome this setback it was necessary to come out with a creative solution that would re-establish an emotional connection with the target group, something that would communicate optimism and motivation that only lottery can generate.
So we created a new personality for the games, with a plain differentiation from each other, but under the same recognizable identity. We then proceeded with an introduction of a hero icon, a cheerful mascot called Lucky, made out of four heart shaped clover leaves, tailoring the tone of communication for the target group to recognize the values and attributes of the lottery.