Case Study – VA Lottery

VIRGINIA LOTTERY

Unifying the Brand Experience

UX/UI Design Design Leadership & StrategyWorkflow Optimization

Timeline
Several projects over 3 years

Team
2 Designers

The Problem

The Virginia Lottery faced a fragmented brand experience across its retail locations. Inconsistent messaging and a lack of unified visual identity caused player confusion and frustration. Additionally, inconsistent training for sales teams further hurt customer engagement and negatively impacted sales.

The VA Lottery ultimately chose to print all three of the final “Zombies” scratcher ticket designs that were originally presented as options.

My Role & Approach

As a Design Lead, I worked closely with both the internal design team and the Lottery’s leadership to build alignment and trust. My approach included:

Facilitating open discussions to uncover historical challenges and inconsistencies
Ensuring all voices were heard through collaborative workshops and cross-team sessions
Fostering shared ownership of the solutions, which created buy-in across stakeholders

The Solution Implemented

The team delivered a comprehensive brand system that included:

A new set of marketing materials
Redesigned point-of-sale displays
A structured training guide for the sales team

This ensured a consistent look and feel across all print and digital channels.

Brand playbook and training materials that ensured consistent implementation across all sales teams

Zombies campaign materials—consistent brand experience across retail and digital channels

Quantifiable Results & Impact

The unified brand created a more consistent and reliable player experience, reducing confusion and improving trust. For sales teams, the new materials and training guides streamlined implementation and execution, leading to an increase in engagement and overall sales.

Connection to Services

This project demonstrates my expertise in UX/UI Design, Design Leadership & Strategy, and Workflow Optimization. By unifying brand experiences and supporting internal teams with practical tools, I help organizations create clarity, consistency, and measurable business results.