Facing a new modernization mandate, the Ontario Lottery (OLG) was looking to revitalize their customer experience at retail. Inconsistently branded kiosks, outdated technology and an analog gaming experience were all barriers to growth — particularly with a new generation of digital-native customers.

To address this, our team developed a retail brand around the ‘lotto’ wordmark giving the lottery a distinct, consistent presence while sharing the stage with OLG’s most recognizable assets — the existing game brands 649 and Lotto Max. We then built a new kiosk experience platform as a launchpad for digital gaming innovation. We angled the counter surface, making the instant games accessible to all customers, integrated a tablet bar focused on new gaming innovation and centered the kiosk experience around a prominent digital pillar — enabling gaming stories to be told in an exciting new way.

My role on this project spanned from lead design on the initial concepts to creative direction of the overall brand language. I was also intimately involved with directing our engineering team and working with suppliers to develop the kiosks, construction drawings and site plans to ensure successful execution.