New York Lottery - Can You Imagine? - Rebrand

For its first major brand campaign in nearly a decade, the New York Lottery introduced “Can You Imagine?”—a new platform built around the limitless possibilities sparked by a single ticket. The rebrand brings Scratch-Offs and Draw Games together under one cohesive identity, creating a more unified, contemporary, and imaginative brand world.

My role spanned the development of the new identity from the ground up, including the logo, color palette, typography, graphic language, and broader visual system. I also created a new motion system that translated the identity into a flexible set of animation principles, transitions, and behaviors designed to feel playful, surprising, and full of possibility.

The system was brought to life across the redesigned website, large-scale out-of-home and subway takeovers, experiential stunts, digital touchpoints, and broadcast. I also supported the campaign’s TV spots, helping ensure the new identity remained cohesive across every expression of the brand—from a screen in someone’s hand to the streets and skylines of New York.