↳ New York Lottery [2026]
For years, the New York Lottery advertised game by game, but with hundreds of games competing for attention, the brand itself lost a clear, unifying meaning. We needed one simple idea, rooted in a universal truth, that could bring every game together under a single platform. Can You Imagine?
At McCann Design, we rebuilt the brand world from the ground up, elevating what was timeless, modernizing what was dated, and introducing new tools to spark imagination. The platform launched through a 360 brand campaign.
At McCann Design, we rebuilt the brand world from the ground up, elevating what was timeless, modernizing what was dated, and introducing new tools to spark imagination. The platform launched through a 360 brand campaign.
[Team *ˋ°╰┈➤ˎˊ˗ Emely Perez: Design Director, Matt Van Leeuwen: Head of Design, Eva Vidan: Senior Designer, Dewen Yang: Senior Designer, Leo Barbosa: ECD, Cuanan Cronwright, ECD]
We gave the iconic NYL globe logo a literal face-lift, resulting in a more optimistic, forward-leaning presence. For the first time, it also comes to life as an animated mnemonic.
We expanded the color palette to include the entire color wheel and gave an active roll to the iconic three stripes the NYL is known for. Reintroducing them as the Sunstripes. Giving them behaviors that can be reinterpreted throughout the visual world.
The Globe’s landscape was also reimagined as a modular visual device, used whole or deconstructed.
We introduced a new brand font, rooted in brand history, applied in a bold new way.
As we welcome new New York Lottery players, we created game specific logos to make it easier to navigate the lottery game landscape.
We also created a small-scale secondary logo. Fit for the digital age.
Finally, we created a beautiful suite of brand images. We partnered with photographer Todd Antony, to blend real New York charm with a touch of magic, inviting all New Yorkers to imagine themselves inside the brand.
We then launched the brand with a epic 360 campaign across New York State including subway station takeovers, billboards, activations and more.
