Our work

Marie Curie

Refreshing Marie Curie’s lottery journey

Deliverables

A new brand look and feel, visual refresh for face to face materials including business cards, banners, Z-cards and sticker sheets, an acquisition pack including letter, outer and BRE, digital and print newsletters.

The challenge

Marie Curie’s lottery is one of their key forms of income. However, their lottery creative was out-dated and didn’t reflect their new gaming strategy. They asked us to produce a whole new visual identity that would give their lottery a fresh and engaging feel. This would be used to encourage prospective lottery players to sign up – and drive any of their 52,000 previously engaged players to come back and play again.

Plus, Marie Curie asked us to produce lottery creative for an effective stewardship journey, which they would be introducing for the first time. With a focus on retention and reducing attrition, they asked for a number of printed and digital newsletters, and packs – to inform, thank and motivate players.

Above all, one message needs to shine through: playing the lottery helps Marie Curie nurses to support people living with terminal illness and their families.

The solution

This was our first project for Marie Curie, so we started by fully immersing ourselves within their brand and lottery team. Taking all that we learned, we created a vibrant visual identity for the lottery – this included a refreshed logo, colour palette and design treatments. 

We showcased the impact of the Marie Curie lottery through real life accounts from Marie Curie nurses and beneficiaries. We created a set of digital and printed newsletters, which would bring these heart-warming stories to life for players.

Together, this formed an easy and digestible brand guidelines document for the gaming team to use across all of their communications.

Once this new identity was established, we created a multitude of eye-catching materials for Marie Curie’s F2F fundraising team and lottery players. Each highlighted the exciting prizes to be won, whilst recognising how important their support is for Marie Curie nurses and families across the country.

The results

2020 being the year that it is, Marie Curie haven’t yet had the chance to roll out the full creative for their lottery. But what they have used has been incredibly well received – with positive feedback already coming in from their team for the Z-cards. For now, we’re looking forward to seeing how the players respond to the exciting new look and feel of Marie Curie’s lottery next year, in 2021.