National Lottery Creating Ireland's Brightest Star
| Fact |
Value |
| Contact |
Dublin |
| Client |
National Lottery |
| Project |
Creating Ireland's Brightest Star |
| Industry |
Non-Profit |
| Timeline |
Jan 07 - Ongoing |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Naming
Corporate Design
Online Brand Experience
Internal Communications
Brand Audit (including VISEQS)
Competitive Analysis
Brand and Product Innovation
Brand Architecture
Brand Idea
Brand Positioning
|
| Team size |
16 The Brand Union
25 Client |
| Results | Distinction Award at Annual ReBrand 100® Global Awards 2009
Winner of Irish Design Effectiveness Award 2008
Winner Irish Print Awards 2008 |
|---|
Background
The National Lottery was established in 1986 by the Irish Government, to raise money for good causes in Ireland.
The National Lottery brand had been in existence for over 20 years but needed to evolve to keep pace with a fast changing and contemporary Ireland. Over these 20 years the brand had grown organically resulting in a fragmented and weakened brand offering.
Challenge
The brief was to conduct an all-encompassing brand review to investigate opportunities for reclaiming the core essence of the National Lottery. And to create a brand strategy that would deliver on the organisation’s strategic goals.
Solution
A masterbrand strategy was designed to bring alignment to the National Lottery game portfolio, media channels, beneficiary branding, sponsorship activity and stakeholder engagement. The masterbrand symbol endorsement of the main games ties the National Lottery products together into a cohesive and appealing brand family.
This project has been named as one of the world’s most effective rebrands in the fifth annual ReBrand 100® Global Awards. Click here to read the full story ››