Hoosier Lottery
Research & Strategy
Drew from cultural insights and local sentiment to shape a campaign that felt genuinely reflective of the Hoosier community. Grounded creative choices in real human experiences, which helped build trust and emotional connection with the audience.
Concept
Led the creative development of a campaign rooted in Hoosier values like kindness, authenticity, and community. Explored multiple directions before landing on “This is How We Play” which is a storytelling concept designed to feel personal, inclusive, and proudly Midwestern.
UI Design
Created visually engaging digital layouts and campaign assets that translated the heart of the concept across platforms. Ensured the visual language was cohesive, accessible, and tailored to resonate with Indiana residents.
Art Direction
Directed the look and feel of the campaign from early moodboards to final presentation—collaborating closely with creative directors and engineers. Focused on tone, color, and imagery that brought Hoosier stories to life and celebrated local pride in an authentic way.
Hoosier Lottery Campaign
I helped shape the look and feel of the campaign from early concepting to final rollout. Working closely with engineers and creative leads, I focused on making sure everything felt true to the Hoosier spirit.
My Role
Led art direction from concept to final delivery, collaborating with engineers and creative leads to craft a campaign that felt authentic, personal, and visually connected to the Hoosier community.
Key Actions
- I was tasked with refreshing the Hoosier Lottery’s brand campaign to better connect with Indiana residents and reflect a true sense of local pride.
- The goal was simple: remind people that the lottery is for Hoosiers, by Hoosiers, created with their values, traditions, and dreams in mind.
- We rooted the campaign in familiar Midwestern values like kindness, modesty, authenticity, and a strong sense of community.
- I explored and presented multiple creative directions, and we ultimately landed on the theme "This is How We Play," a warm, personal concept built around real stories from real people.
- We invited Hoosiers to share how the lottery fits into their lives, from family rituals to the dreams they would chase with a big win. This approach helped build trust, made the campaign feel relatable, and celebrated what makes Indiana special.
- The final work felt inclusive, honest, and grounded in real life. It brought the Hoosier spirit to life through thoughtful visuals, messaging, and tone. The campaign positioned the lottery not just as a game, but as something rooted in joy, hope, and connection.
An Exciting Way to Experience the Lottery
The website redesign was filled with playful illustrations and dynamic moments, making the digital Hoosier experience feel just as fun and engaging as playing the game itself.
Mobile Experience
Exciting Mobile Experience
Celebratory Iconography
Promotions and Events
Hoosier Lottery Component Examples
Illustrations
Cards with Iconography
Page Header
Illustrations
Drawers
Tab Structure
Extending to digital and social media.
As digital AOR, we brought the Hoosier Lottery campaign to life across social. I created engaging content tailored to each platform, from animated posts to paid ads, all designed to feel authentic, on-brand, and rooted in Hoosier pride.
Contributions
- Concepted seasonal and new scratch-off promotions alongside a writer, building campaign ideas that felt fresh and locally relevant
- Designed digital and social ads to support each ticket launch, ensuring high visibility and engagement
- Helped shape larger promotional campaigns with custom digital artwork that brought each idea to life
- Partnered closely with the Hoosier Lottery team to make sure every piece of creative reflected the brand’s values and embraced the Hoosier spirit
Hoosier Lottery
Research & Strategy
Drew from cultural insights and local sentiment to shape a campaign that felt genuinely reflective of the Hoosier community. Grounded creative choices in real human experiences, which helped build trust and emotional connection with the audience.
Concept
Led the creative development of a campaign rooted in Hoosier values like kindness, authenticity, and community. Explored multiple directions before landing on “This is How We Play” which is a storytelling concept designed to feel personal, inclusive, and proudly Midwestern.
UI Design
Created visually engaging digital layouts and campaign assets that translated the heart of the concept across platforms. Ensured the visual language was cohesive, accessible, and tailored to resonate with Indiana residents.
Art Direction
Directed the look and feel of the campaign from early moodboards to final presentation—collaborating closely with creative directors and engineers. Focused on tone, color, and imagery that brought Hoosier stories to life and celebrated local pride in an authentic way.
Hoosier Lottery Campaign
I helped shape the look and feel of the campaign from early concepting to final rollout. Working closely with engineers and creative leads, I focused on making sure everything felt true to the Hoosier spirit.
My Role
Led art direction from concept to final delivery, collaborating with engineers and creative leads to craft a campaign that felt authentic, personal, and visually connected to the Hoosier community.
Key Actions
- I was tasked with refreshing the Hoosier Lottery’s brand campaign to better connect with Indiana residents and reflect a true sense of local pride.
- The goal was simple: remind people that the lottery is for Hoosiers, by Hoosiers, created with their values, traditions, and dreams in mind.
- We rooted the campaign in familiar Midwestern values like kindness, modesty, authenticity, and a strong sense of community.
- I explored and presented multiple creative directions, and we ultimately landed on the theme "This is How We Play," a warm, personal concept built around real stories from real people.
- We invited Hoosiers to share how the lottery fits into their lives, from family rituals to the dreams they would chase with a big win. This approach helped build trust, made the campaign feel relatable, and celebrated what makes Indiana special.
- The final work felt inclusive, honest, and grounded in real life. It brought the Hoosier spirit to life through thoughtful visuals, messaging, and tone. The campaign positioned the lottery not just as a game, but as something rooted in joy, hope, and connection.
An Exciting Way to Experience the Lottery
The website redesign was filled with playful illustrations and dynamic moments, making the digital Hoosier experience feel just as fun and engaging as playing the game itself.
Mobile Experience
Exciting Mobile Experience
Celebratory Iconography
Promotions and Events
Hoosier Lottery Component Examples
Illustrations
Cards with Iconography
Page Header
Illustrations
Drawers
Tab Structure
Extending to digital and social media.
As digital AOR, we brought the Hoosier Lottery campaign to life across social. I created engaging content tailored to each platform, from animated posts to paid ads, all designed to feel authentic, on-brand, and rooted in Hoosier pride.
Contributions
- Concepted seasonal and new scratch-off promotions alongside a writer, building campaign ideas that felt fresh and locally relevant
- Designed digital and social ads to support each ticket launch, ensuring high visibility and engagement
- Helped shape larger promotional campaigns with custom digital artwork that brought each idea to life
- Partnered closely with the Hoosier Lottery team to make sure every piece of creative reflected the brand’s values and embraced the Hoosier spirit
Hoosier Lottery
Research & Strategy
Drew from cultural insights and local sentiment to shape a campaign that felt genuinely reflective of the Hoosier community. Grounded creative choices in real human experiences, which helped build trust and emotional connection with the audience.
Concept
Led the creative development of a campaign rooted in Hoosier values like kindness, authenticity, and community. Explored multiple directions before landing on “This is How We Play” which is a storytelling concept designed to feel personal, inclusive, and proudly Midwestern.
UI Design
Created visually engaging digital layouts and campaign assets that translated the heart of the concept across platforms. Ensured the visual language was cohesive, accessible, and tailored to resonate with Indiana residents.
Art Direction
Directed the look and feel of the campaign from early mood boards to final presentation. That involved collaborating closely with creative directors and engineers. Focused on tone, color, and imagery that brought Hoosier stories to life and celebrated local pride in an authentic way.
Hoosier Lottery Campaign
I helped shape the look and feel of the campaign from early concepting to final rollout. Working closely with engineers and creative leads, I focused on making sure everything felt true to the Hoosier spirit.
My Role
Led art direction from concept to final delivery, collaborating with engineers and creative leads to craft a campaign that felt authentic, personal, and visually connected to the Hoosier community.
Key Actions
- I was tasked with refreshing the Hoosier Lottery’s brand campaign to better connect with Indiana residents and reflect a true sense of local pride.
- The goal was simple: remind people that the lottery is for Hoosiers, by Hoosiers, created with their values, traditions, and dreams in mind.
- We rooted the campaign in familiar Midwestern values like kindness, modesty, authenticity, and a strong sense of community.
- I explored and presented multiple creative directions, and we ultimately landed on the theme "This is How We Play," a warm, personal concept built around real stories from real people.
- We invited Hoosiers to share how the lottery fits into their lives, from family rituals to the dreams they would chase with a big win. This approach helped build trust, made the campaign feel relatable, and celebrated what makes Indiana special.
- The final work felt inclusive, honest, and grounded in real life. It brought the Hoosier spirit to life through thoughtful visuals, messaging, and tone. The campaign positioned the lottery not just as a game, but as something rooted in joy, hope, and connection.
An Exciting Way to Experience the Lottery
The website redesign was filled with playful illustrations and dynamic moments, making the digital Hoosier experience feel just as fun and engaging as playing the game itself.
Mobile Experience
Exciting Mobile Experience
Celebratory Iconography
Promotions and Events
Hoosier Lottery Component Examples
Illustrations
Cards with Iconography
Page Header
Illustrations
Drawers
Tab Structure
Extending to digital and social media.
As digital AOR, we brought the Hoosier Lottery campaign to life across social. I created engaging content tailored to each platform, from animated posts to paid ads, all designed to feel authentic, on-brand, and rooted in Hoosier pride.
Contributions
- Concepted seasonal and new scratch-off promotions alongside a writer, building campaign ideas that felt fresh and locally relevant
- Designed digital and social ads to support each ticket launch, ensuring high visibility and engagement
- Helped shape larger promotional campaigns with custom digital artwork that brought each idea to life
- Partnered closely with the Hoosier Lottery team to make sure every piece of creative reflected the brand’s values and embraced the Hoosier spirit