Brief
Allwyn took over as operator of The National Lottery on 1 February 2024 — the first operator change in the Lottery’s thirty-year history. A brand that reaches most of the country needed rebuilding without breaking what people already trusted about it. I ran the visual brand identity rollout across digital and retail, and held five partners to a single direction.
What We Built
— Pushed research and user studies to the front of the process, so inclusivity findings shaped creative strategy rather than validating it afterwards — Ran the accessibility workstream with Purple Tuesday and Deloitte across the VBI, website, assets and campaign — designed in from the start rather than retrofitted at sign-off — Coordinated JKR, VCCP, Leo Burnett and Deloitte through one rollout — Worked directly with Creative Director Ivan Mato on brand development and execution If it’s the nation’s brand, it has to work for the nation. Accessibility wasn’t a compliance exercise bolted on at the end — it shaped the identity, the site build and the campaign assets from the first round. — Rolled out across every national digital and retail touchpoint — Accessibility built to WCAG standards with Purple Tuesday as disability and inclusion partner
Outcome
Where the rollout landed (Allwyn reported): — New Wave terminals in 40,000+ retail locations from August 2025 — Website and apps overhauled in January 2026, with 11.8m player accounts migrated to a new system — £8.1bn in sales in 2025, up 3.5% — Allwyn’s first full year — £1.7bn for Good Causes, equivalent to £33m a week
