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Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years

by McCann New York / McCann Design ·

For years, the New York Lottery advertised game by game, but with hundreds of games competing for attention, the brand itself lost a clear, unifying meaning. We needed one simple idea, rooted in a universal truth, that could bring every game together under a single platform. Whether we see a big jackpot, hold a scratch ticket, or even just hear the words “New York Lottery,” one thing happens instinctively: we begin to imagine what we’d do if we won. That universal reaction became the foundationa

Media-entertainment 2026 World Brand Design WBDS Photography Identity Visualisation

View the full project McCann New York / McCann Design
Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 0 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 1 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 2 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 3 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 4 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 5 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 6 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 7 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 8 Can You Imagine? McCann Design Unveils the New York Lottery’s First Major Rebrand in 28 Years brand identity by McCann New York / McCann Design - Visual 9

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