Lottovate, a charity lottery organisation, wanted to launch a new lottery on the Dutch market. Their target audience were young and entrepreneurial people, a group that doesn’t naturally sign up for lotteries. Our task? To come up with a brand, including a name and visual identity, that appealed to this type of people.
With a target audience that’s young, active and cares more about candid experiences than just money, we knew ‘fun’ and ‘bold’ should be part of the brand. A raffle is synonym for a lottery, randomly collecting a price. By adding a ‘d’ we turned it into a verb. Something you actively take part in, an experience: Raffl’d. We turned this name into a design and identity that was dynamic and very out there. We played with honest emotions, language and colours to find that connection with the audience.
We gave Raffl’d its name and a complete brand book on how to act, communicate and show up to make an impression on their new adult audience. This was the base layer for all their future communication and marketing. A brand and platform with guts.