Creative Direction

LOT.TO was an extensive project for me, spanning several years. My role as Head of Creative included conceptualising, planning and delivering multiple design components, including branding, print work, extensive UI and product design, exhibition stands, marketing emails, stationery and much more. LOT.TO were subsequently acquired by Sportech PLC in 2019 due to the quality of work the LOT.TO fed in to the business and the products that we created.

LOT.TO's intention was to disrupt the digital lottery and iGaming sector with a modern product offering. The branding had to reflect the aim of being "the world's coolest lottery company."

A limited colour palette of dark grey and cyan were used throughout the brand collateral to create impact and readability and all collateral was kept sleek and modern. I created marketing booklets, stationery, posters and other branded collateral for the company.

The product and UI design work at LOT.TO was varied and oftentimes intense, with multiple website launches and white-labelled products being shipped to clients frequently. As a startup, myself and the rest of the team had to wear many hats. Below is a small sample of some of the projects we worked on and what was developed with my principal designs.

The products that I contributed to at my time with LOT.TO were international. We worked with clients in Nigeria, Brazil, football clubs in the UK and a number of Asian gaming companies. I worked on websites, admin areas, mobile apps and more. The turnaround from concept to high-fidelity design was often extremely quick which led me to hone my skills into a high-pressure environment, while still delivering a superior quality of work.

LOT.TO exhibited at the 2018 ICE Gaming conference in London as a proprietary software service. I created the designs for what would eventually become the "walls" of the stand itself. I also created a product brochure and stationery for the exhibition, retaining the brand identity throughout.