What we were asked to do
Scope tasked us with updating the visual identity for the Scope Friday Lottery to align with its newly launched masterbrand. As a fundraising product with a broad audience, most of whom had little to no prior connection with the charity, the challenge was to create a visual identity that felt closely tied to Scope's new identity while also appealing to lottery players motivated primarily by the chance to win prizes. The design needed to balance the product’s fun and approachable appeal with Scope’s cause-led mission of supporting disabled people. Our deliverables included a range of printed and digital assets.
What we did
We began by studying Scope’s new guidelines and any insights about the lottery’s audience. Our design strategy focused on making the lottery both fun and trustworthy, while subtly introducing the mission of disability equality. We chose imagery and messaging that highlighted the excitement of winning while also incorporating stories of the difference players’ support made to disabled people’s lives. The visual identity was developed to closely resemble Scope’s masterbrand while maintaining a distinct look for the lottery. We then applied this identity across a variety of materials, including banners, keyrings, digital ads, and direct mail pieces, ensuring consistency across all channels.
What they thought
The client was pleased with how we modernised the look and feel, effectively tying it to the new masterbrand while keeping it engaging for the lottery audience. The updated visuals struck the right balance between highlighting the excitement of winning and showcasing the positive impact on disabled people. Scope appreciated the way the new materials enhanced brand awareness and helped position the lottery as a fun, yet meaningful way for supporters to engage with the charity. The redesign was well-received by stakeholders and helped strengthen the lottery's appeal to a wider audience.
