Our research showed half of Coloradans weren’t playing the Colorado Lottery, they felt like it wasn’t for them - but lottery proceeds are needed to fund parks, trails, and green spaces all across the state. Colorado Lottery’s brand needed a reboot, so we focused on celebrating all the ways Colorado loves to play. We rebuilt the brand into a likeable, play-filled, storytelling machine - increasing awareness of how the Lottery benefits the Colorado lifestyle, while increasing their openness to playing Lottery games.