Quick Draw is one of New York Lottery’s most iconic games, known for its fast-paced format with chances to win every four minutes. We led its first major rebrand since launching in the 1990s, creating a bold new identity that reflects the energy of New York City, balancing the retro charm of the Lottery with a modern look.

Our approach began with understanding the unique space Quick Draw holds within the Lottery’s portfolio and New York’s culture at large. Found in bars, restaurants, and corner stores across the state, Quick Draw is more than a game. It is a shared social experience. Our goal was to evolve the identity without losing its familiarity, preserving key elements that fans would recognize while introducing a refreshed visual system that could flex across today’s media landscape.

The rebrand introduced a new logo, visual system, animation principles, and campaign toolkit. Typography was skewed to align with the logo’s 45-degree angle, creating a sense of motion and urgency across all touch points. This angled design language extended across print, digital, and motion applications, reinforcing the momentum and rhythm of the game. The skew also served as a consistent layout tool, adding cohesion across brand moments from signage to animated bumpers.

The new logo is a clean, confident wordmark with strong geometry, hinting at speed and precision. A set of four graphic circles hold the letters in “DRAW,” referencing the iconic white balls used in traditional lottery drawing machines. This small but deliberate detail creates an instant visual link to the physical rituals of the game while modernizing its presentation for today’s audience.

We developed a graphic system rooted in simplicity and impact. The design system plays with contrast, scale, and movement to create a feeling of energy in every touchpoint. Motion elements are quick and punchy, bringing the 45-degree skew to life across transitions and layouts.

Orange was selected as the lead color for its standout presence among the Lottery’s suite of games. It brings warmth and energy to the system and signals excitement and momentum. Paired with cyan, the palette feels vibrant, modern, and energetic. This color combination, supported by minimal accents, helps unify the brand while allowing flexibility across campaign executions.

The rebrand launched with a comprehensive 360-degree campaign across television, out-of-home, radio, and social media. Messaging emphasized the rapid pace of play and the ever-present opportunity to win. The new logo and campaign can currently be seen in thousands of out-of-home units running across New York State, from subway platforms to roadside billboards and retail displays.

Altogether, the rebrand positions Quick Draw as a game built for now. It is fast, social, and unmistakably New York.