New York Lottery’s First Major Rebrand in 28 Years


Can You Imagine? —


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?

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.

Role — Lead Designer / VP Design Director
Senior Designers — Dewen Yang, Eva Vidan
Head of Design — Matt van Leeuwen
ECDs — Leo Barbosa & Cuanan Cronwright 
GCDs — Jacopo Biorcio & Danny Price 
CDs — Talia Rapp & Jess Bass
Photographer — Todd Antony


We gave the iconic NYL globe logo a literal face-life, 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.






Reintroduced the brand’s three iconic color bars as the Sunstripes, transforming them into a flexible system built for both static and motion.






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.




We partnered with photographer Todd Antony to create a beautiful suite of brand images. Photography blends real New York charm with a touch of magic, inviting all New Yorkers to imagine themselves insid the brand.





Together, these choices create a visual identity built to hold one simple, inspiring question: 




We then launched the brand with a epic 360 campaign across New York State including subway station takeovers, billboards, activations and more.
















Work featured in: AdAge, World Brand Design Society, LLB Online, Shots, AdsoftheWorld, BR.AND.ING, Unbserverd