Brightstar

My Role
Creative Director

Services
Brand Identity
Brand Strategy
Graphic Design

When IGT’s lottery division prepared to separate from the gaming business, they had an enormous opportunity sitting in front of them: redefine who they were and where they were headed. As Creative Director of the Yonder team, I helped to lead that transformation — from the strategic foundation to the visual and verbal identity that would launch the business into its next era.

The result was Brightstar — a name and identity built to signal momentum, optimism, and a new standard for a global lottery leader. A brand that steps out of the shadow of legacy infrastructure and into a sharper, more future-focused space in the industry.

Digital billboard with text 'Elevating Lotteries' on the left and 'Inspiring Players' on the right, connected by an image of a hand holding a lottery ticket and a lottery logo, illuminated at night.

Building a brand for
what comes next

My role spanned across creative strategy, identity development, design direction, and the storytelling that helped internal teams understand not just what the brand was, but why the business needed it. The strategic idea, Elevating Lotteries, Inspiring Players, gave us a lens to stretch their perception beyond “technology provider” and into a partner shaping the full lottery experience — securely, creatively, and globally.

Three illuminated advertisements on a beige wall, with shadows cast diagonally across them. The first displays the BrightStar lottery logo with the tagline "Inspiring Players." The second features a person in a plaid shirt holding a lottery ticket, with a blue text box explaining the company's goals. The third shows a purple background with white circles and the text "We are the difference makers."

The visual identity came to life around the concept of The Zenith — the high point where clarity and aspiration meet. The new logo pulls from the 45º angle of refraction, symbolizing a shift in trajectory and a renewed sense of direction. From color to motion to tone of voice, every element was created to feel digital-first, confident, and unmistakably Brightstar.

A navy blue baseball cap and a blue hoodie, both with a white circular logo featuring a star and compass, displaying the brand name 'Brightstar'.
A composite image featuring three objects: a sticker with the BrightStar logo on a gray surface, a round clock with a green face, blue accents, and black hands showing 3:00, and a tall cylindrical container with a blue and black striped design and the BrightStar logo.

Beyond the logo, we built a graphic language rooted in the lodestar circles — a modern reinterpretation of the lottery ball, infused with the same upward energy as the Zenith. These circular expressions became the brand’s engine of movement: subtle enough to guide the eye in highly functional layouts, bold enough to create pattern, rhythm, and visual interest in more expressive moments. Because Brightstar serves multiple audiences — players, partners, government officials, and a global network of lotteries — the visual identity needed real range. The lodestar system gave them exactly that: a flexible, scalable toolkit that could dial up joy, confidence, or clarity depending on context without ever losing its center of gravity.

Outdoor advertisement poster with a blue background, featuring scattered black, yellow, and orange circles, and white text that reads "A BETTER WAY TO PLAY" and the logo for Brightstar at the bottom.
A promotional flyer for Brightstar with the headline "Elevating Lotteries, Inspiring Players" and an image of a smiling woman with short black hair. The flyer includes text about the lottery offering experiential advantages for players, emphasizing its uniqueness.

Brightstar is more than a rebrand — it’s a statement of intent. A new chapter for a business ready to lead with innovation, precision, and ambition. And for me, it became one of those projects that sits at the intersection of strategy and storytelling, where the identity isn’t just a look… it’s a call to action for the entire organization.

A store display with Brightstar branding, showing product packaging with purple and white colors, and a QR code on the packaging.
Digital advertisement at a bus stop promoting a career fair with the message 'Light the Way in Lottery'. The ad features a smiling woman with curly hair and a patterned shirt, and includes details about the event date, time, and location.

Project of Yonder Consulting
My role: Creative direction and brand design