REBRAND CONCEPT WORK
The Western Canada Lottery Corporation (WCLC) is a Canadian non-profit organization founded in 1974 that operates lottery and gaming-related activities for its members, the governments of Alberta, Saskatchewan and Manitoba. Yukon and the Northwest Territories participate as associate members.
At the beginning of 2024 the WCLC decided it was time to update their current logo and nearly non existant branding with something a bit more modern and fun. The original logo displayed 5 flagging shields representing each of the participating provinces and territories, with a primary colour palette of blue and red. Leveraging these existing brand elements I simplified the 5 shields into one and instead used 5 lines to represent each of provinces and territories and their landscapes (mountains, prairies and the coast). I updated the colour palette with a more vibrant blue and red and included additional secondary colours as well as a variety of patterns to help bring more vibrancy and diversity to its brand communications.
The result, a rejuvenated brand that instantly conveys the same fun and excitement customers feel when they play the wide portfolio of games the WCLC offers.
DESIGN / ILLUSTRATION / BRANDING