Rebranding a charity: Bringing personality to Your Charity Lottery

Rebranding a charity: Bringing personality to Your Charity Lottery

Author: Alice MacLaverty — Read time: 4 mins

We helped Your Charity Lottery inject new life into their existing branding and attract a whole new generation of lottery players. Their new branding expresses their key messages clearly: have fun, and do some good along the way.

Your Charity Lottery (YCL) ethically raise funds for good causes, and put the customer at the heart of all they do. Although they already had a strong presence within the local community, their marketing style was inconsistent and their language was sometimes formal or corporate - something that didn’t marry up with their Hullensian roots.

So, first things first, we nailed down their tone of voice: Northern! We wanted to shout about the things you’d expect from a charity: compassion, respect, inclusion and high-quality care, but in the typically humble and self-depreciating way of people from the North. Kind, caring and passionate about the things that really matter, the Northern tone encompasses all that Your Charity Lottery stand for.

With their mind set to become the beneficiary lottery of choice for the North, YCL want to build strong links with the communities who help raise the money, and also build their profile outside of East Yorkshire. YCL’s straight-speaking, clear and friendly tone of voice helps with all these aims, making YCL feel everyday and personal, rather than institutional and authoritative.

Second, we gave the design a makeover to reflect the vibrancy and fun of playing the lottery. The new colour scheme is built around the use of pink, blue, yellow and black variants, which can be used individually or in tandem. Minimal elements, big type and emotive imagery all help to make the brand more energising online, setting the tone for the overall rebrand.

YCL Summer Draw: We created a visual identity that could be adapted to suit periodic draws and events.
YCL Summer Draw: We created a visual identity that could be adapted to suit periodic draws and events.

YCL is a fun, no-fuss charity that tugs at the heartstrings of its followers. It’s an organisation with heart, that helps people help each other. Everybody gets something out of it. The overall visual style is built around the idea of simple messaging and emotional connections, and we’ve made sure this is reflected through the combinations of fun and caring messages, displayed using bright colours and kiss-cuts typography.

Hospice Care Week
Hospice Care Week
Job application: utilising the same principles to promote YCL.
Job application: utilising the same principles to promote YCL.

Along with refreshing YCL assets - from stationery to social updates and the website - communications have been brought in line with the new brand. Their social media accounts keep followers up-to-date with events, competitions and general YCL news, while the blog keeps readers involved, with posts about new members of staff, lottery draw news and updates from different members of the team.

Finally, the logo was given a refresh to mirror the rebrand. It adapts to the varying YCL brand colours, and is flexible and readable in smaller sizes. Whether on the website, on an advert or on social media, the logo is legible, bold and exciting, to reflect the simple, friendly YCL tone of voice.

Already, it’s helped YCL recruit new beneficiaries, supporting lots of different causes, and a generation of new lottery players. But our biggest impact? YCL are now a self-assured and progressive organisation. They know where they’re going and what they need to be doing.


Here’s another project we worked on, this time for Aunt Bessie’s.