In June 2016, Nederlandse Staatsloterij and Lotto united to form a single brand:
The new organisation brought together six Dutch lottery brands: Staatsloterij, Lotto, Euro Jackpot, Miljoenenspel, Lucky Day, Krasloten and Toto.
The organisation required brand positioning, a logo and a visual identity that would fit the change and feel familiar at the same time.
We developed the brand story and visual style that informed the communication platform of Nederlandse Loterij. We also advised on office accommodation and internal communication and on how to translate a new brand identity into a corporate culture that demonstrates consistency.
LOGO CONCEPT & DESIGN