Western Canada Lottery (WCLC)
Identity, Visual Language, Brand Guidelines


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Following on our successful rebrand of BC Lotteries, Western Canada Lotteries, the governing body for Lottery in Alberta, Saskatchewan, Manitoba, Northwest Territories and Yukon turned to us to help bring their dated brand back to life in a relevant and engaging way to connect with a younger generation of potential players while ensuring a maintained interest in lottery with its existing customer base. A fun, flexible and adaptable logo brought to life the new name and brand with a vibrant colour palette, rich pattern and charming illustration style.


Agency: Will Creative Inc.
Creative Director: Nick Richards


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