The Illinois Lottery rebrand was born out of their desire to reconnect with their audience through something fresh. The branding strikes a balance between the gritty sensibilities of a true-blue Midwesterner and the joyful energy of playing the lottery.

It was a colossal project undertaken by a robust team, featuring innumerable ideas, a production system that worked like a machine, and what felt like 673 rounds of revisions. In the end, the work truly exemplifies the joy of “winning."