Missouri Lottery
A brand refresh designed to modernize a legacy identity while maintaining recognition.
The Idea
The existing mark had built equity over time, but no longer reflected the energy or clarity needed going forward.
The goal was to evolve the identity. It introduces brightness, movement, and a more contemporary feel without losing recognition.
Execution
The identity was redesigned to introduce a more vibrant palette and refined structure. The result is a mark that feels more dynamic and current.
A complete system was developed to ensure consistency across applications:
Clear rules for logo usage and hierarchy
Defined color system and accessibility
A flexible design language built to scale
The result is a system that brings new energy while remaining grounded in what people already recognize.
Role
Concept Development, Design, Art Direction
