New York’s signage landscape just got a glow-up.
Quick Draw Rebrand for the New York Lottery
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New York Lottery’s Quick Draw just received its first major rebrand since launching in the 1990s, updated to match the game’s fast-paced rhythm, with a new drawing every four minutes.
Inspired by the iconic numbered balls bouncing in a clear plastic container still used in New York Lottery drawings today, we created a bold new identity. This included a refreshed logo, mnemonic, animation system, and an updated campaign look and feel.
The rebrand launched with a full 360 campaign across out-of-home, TV, radio, and social media.
Role — Designer / Design Director
Head of Design — Matt van Leeuwen
Animators — Dewen Yang & Inkyung Hur
GCDs — Jacopo Biorcio & Danny Price
Before & After
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Short & Longform Mnemonics
Visual World
