Client:
Ontario Lottery and Gaming Corporation (OLG)
Brief:
Innovation Lab: Create Concept Ideas to Attract U35 Age Group
Tools:
Adobe: Photoshop, Illustrator, InDesign; UX/UI Design; Brand Identity
PHASE 1: Research
I had the opportunity to work within OLG’s Innovation Lab during a Summer 2023 Graphic Design Internship. Working in collaboration with five other Interns of varied backgrounds, we were tasked with proposing digital transformation initiatives to attract the U35 age group. Our work proceeded in three phases: Research, Concepts, Development. Our ideas were presented to the executive at the end of each Phase.
In the Research Phase, extensive information was collected on OLG’s current offerings, such as Lotto MAX, Lotto 649, and Proline, in addition to brands that are highly successful in attracting the U35 group. Since everyone on the team was part of the target market, brands were easily identified. These included Red Bull, Spotify, and Twitch, among others.
PHASE 2: Concepts
After researching popular brands, we entered the ideation phase. Creativity and imagination were critical! Nothing was left on the table; the higher-ups sought something different and unique from our team. We delivered 100+ ideas. Many were partnerships, marketing experiences, product ideas, or new prizes. For example, I proposed that we “clone” the CEO and create a sporty version of him to use in advertisements.
Ticket Master X OLG Wireframe:
PHASE 3: Development
In the final phase, the team received approval to choose a handful of concepts to develop. We were tasked with creating the business model for them: what would they need, how would they work, and how would testing be fair? The ideas chosen were the game apps Tap 2 the Max, Proline Fantasy, Ticket Master X OLG, and Bet On U! In the beginning, the effort was focused on Tap 2 the Max, a trivia game for use at sporting events and at home because the concept was easily understood. In collaboration with strategy, insights, and marketing colleagues, I developed the Mockups and Wireframes. I also created or enhanced the logos and designed the typography.
Final Mockup Wireframes:
