Corporate branding: Big Lottery Fund

Achieving stakeholder ownership for the distribution of lottery money to good causes

The brief

Launched on 1 June 2004, the Big Lottery Fund is the new National Lottery distributor formed as a result of a merger of two existing distributors, the New Opportunities Fund and Community Fund.

Our brief was to create and develop a brand strategy, name and identity for the new organisation, suitable for the wide range of diverse audiences and stakeholders.

The solution

To meet the Secretary of State's expectations of a organisation that better engaged with the public and told the funding 'story', we developed a brand that was more 'high street' than government.

Its name said exactly what it was - the largest distributor of National Lottery funds, but its tone of voice is upbeat and focuses on highlighting the good causes it has funded, hence its 'spotlight' logo.

"Bringing two National Lottery distributors together into one organisation was never going to be an easy task, especially in such a short period of time. The Team's naming and brand solutions were bold and confident and hit the right chord with our diverse stakeholders and staff. As a result, we quickly benefited in both media profile and staff commitment."
Linda Quinn, Deputy Director of External Relations, Big Lottery Fund

Marketing Design Awards finalist 2004