New York Lottery launches its first ever raffle, commemorating 200 years of the Erie Canal.

Logo and campaign system design for the New York Lottery
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We created a suite of logos and a design system for a collaboration between the New York Lottery and the Erie Canal Council. The challenge was balancing the Erie’s rich historical context with the energy of the Lottery’s modern-day raffle game. Drawing inspiration from 19th-century broadside posters and woodcut type popular during the Canal’s opening, we paired these historical details with the bold, contemporary colors of the New York Lottery. A postage stamp inspired border framed layouts and doubled as a transitional device in animation. The resulting 360° campaign launched across New York State, featuring high-impact OOH, a Staten Island Ferry takeover, social content, TV, and PR, celebrating both the raffle and the legacy of the Erie Canal.

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Role — Design Director
Head of Design — Matt van Leeuwen
Designers — Akshara Sanketh, Dewen Yang, Inkyung Hur
ECDs — Leo Barbosa & Cuanan Cronwright
GCDs — Jacopo Biorcio & Danny Price
Creatives — Samantha Aldeborgh, Julia Weicberg, Aubrie Cardon, Dillon Hansen