The lottery landscape

is changing. Its audience is

an aging demographic and

player numbers are falling.

GeoSweep aims to engage

the digital generation and

reinvent the industry.

The identity uses a mischievous

‘Un’ icon and purple pen that

subverts the meaning of words

and pictures creating fun and

playfulness out of the everyday.

Unning was brought to life

in London as part of the

launch campaign.

Brand guidelines

More recently, GeoSweep
has been licensed to Atlantic
Lottery Corporation in
Canada. We developed a
localised version of the
brand for the Canadian
market, but retained the
original mischievous spirit.