New York Lottery - Million Dollar Raffle

To celebrate the 200th anniversary of the Erie Canal, New York Lottery launched its first-ever raffle game in collaboration with the Erie Canalway National Heritage Corridor. As part of the design team, I helped develop a complete visual system—including a suite of logos, an identity toolkit, and animation assets—that honored the historical significance of the canal while injecting the energy and excitement of a modern-day lottery game.

The logo was inspired by the visual richness of 19th-century canal iconography, while the broader system took cues from postage stamps and vintage printed ephemera. We carried the system across TV, social, OOH, and a Staten Island Ferry takeover—bridging heritage with hype in a uniquely New York way.