3
Hoosier Lottery
JOB ROLE
Art Director
INDUSTRY
Lottery
YEAR
2021-2022
Art Direction & Campaigns
I led the creative vision for seasonal milestones, partnering with copywriters to pitch and execute full-scale campaigns.
Campaign art direction: Directed the look and feel for major seasons and new ticket launches across social, digital, print, and out-of-home media.
Concept partnership: Worked side-by-side with copywriters to build campaign concepts and story frameworks from early mood boards to final delivery.
Creative pitches: Took an active role in creative pitches, designing the initial vision and presenting concepts directly to stakeholders.
Campaign art direction: Directed the look and feel for major seasons and new ticket launches across social, digital, print, and out-of-home media.
Concept partnership: Worked side-by-side with copywriters to build campaign concepts and story frameworks from early mood boards to final delivery.
Creative pitches: Took an active role in creative pitches, designing the initial vision and presenting concepts directly to stakeholders.
UI Design & Production Systems
I handled the digital layouts and system structures, ensuring our web touchpoints matched the physical lottery experience.
Digital layouts: Designed clean, accessible user interfaces for campaign landing pages, emails, and social assets.
Physical to digital: Brought physical tickets to life online by using product imagery and pulling their exact shapes, colors, and icons into the web layouts.
Efficiency templates: Built reusable social media templates and email headers to streamline our seasonal rollouts and save the team production time.
Digital layouts: Designed clean, accessible user interfaces for campaign landing pages, emails, and social assets.
Physical to digital: Brought physical tickets to life online by using product imagery and pulling their exact shapes, colors, and icons into the web layouts.
Efficiency templates: Built reusable social media templates and email headers to streamline our seasonal rollouts and save the team production time.
What I Built for Hoosier Lottery
Hoosier Lottery Campaign
Refreshing a local brand through community-driven storytelling.
I helped shape the look and feel of the campaign from early concepting to the final rollout. Working closely with engineers and creative leads, I focused on making sure the entire digital experience felt genuine and easy for people to connect with.
Strategic Alignment & Concept
Refreshing the brand: Our primary task was updating the campaign visuals to better connect with local residents and reflect a true sense of regional community.
Focusing on storytelling: We built the core creative direction around warm, relatable themes that featured real stories from everyday people instead of generic corporate imagery.
Building local trust: We invited people to share how the lottery fits into their lives, focusing on everything from family traditions to big dreams to create a relatable campaign framework.
Focusing on storytelling: We built the core creative direction around warm, relatable themes that featured real stories from everyday people instead of generic corporate imagery.
Building local trust: We invited people to share how the lottery fits into their lives, focusing on everything from family traditions to big dreams to create a relatable campaign framework.
Visual Execution & Impact
Grounding the visuals: I translated these community stories into a clean layout system, making sure the design assets felt honest, inviting, and authentic to the local culture.
Cross functional rollout: I partnered directly with engineering and creative leads to translate these story frameworks into flexible, platform-wide digital layouts.
Unifying the experience: By focusing on clean alignment and a consistent tone, we ensured that all digital touchpoints stayed visually unified across the entire campaign launch.
Cross functional rollout: I partnered directly with engineering and creative leads to translate these story frameworks into flexible, platform-wide digital layouts.
Unifying the experience: By focusing on clean alignment and a consistent tone, we ensured that all digital touchpoints stayed visually unified across the entire campaign launch.
Extending to Digital and Social Media
Bringing the campaign to life across platform ecosystems.
As the digital agency of record, we brought the Hoosier Lottery campaign to life across multiple social channels. I created layouts and assets tailored to each platform, from animated posts to paid ads, ensuring everything felt genuine and deeply rooted in local pride.
Campaign Execution
Social and paid ads: I designed social ads, including animated posts, to support each major ticket launch and make sure the new games caught people's attention online.
Scratch off promotions: Partnering closely with a copywriter, I concepted seasonal promotions for new scratch-off tickets to build campaign ideas that felt fresh and locally relevant.
Custom digital artwork: I helped shape larger promotional rollouts by creating custom digital graphics that brought our main storytelling themes into online spaces.
Print and out of home: I adapted our visual assets to fit physical formats, managing the artwork for printed materials and billboard layouts to build local awareness across the region.
Scratch off promotions: Partnering closely with a copywriter, I concepted seasonal promotions for new scratch-off tickets to build campaign ideas that felt fresh and locally relevant.
Custom digital artwork: I helped shape larger promotional rollouts by creating custom digital graphics that brought our main storytelling themes into online spaces.
Print and out of home: I adapted our visual assets to fit physical formats, managing the artwork for printed materials and billboard layouts to build local awareness across the region.
Process & Production
Partnering on copy: I collaborated closely with writers from day one to balance layout imagery with promotional text, making sure the copy and design worked together smoothly.
Seasonal templates: To make our recurring rollouts more efficient, I built reusable production kits and email templates that saved our internal teams hours of repetitive layout work.
Stakeholder pitches: I played an active role in campaign pitches, building out initial mood boards and presenting visual directions directly to client stakeholders to get alignment early on.
The Hoosier spirit: I worked closely with the Hoosier Lottery team to make sure every single piece of creative matched the brand values and felt authentic to the local community.
Seasonal templates: To make our recurring rollouts more efficient, I built reusable production kits and email templates that saved our internal teams hours of repetitive layout work.
Stakeholder pitches: I played an active role in campaign pitches, building out initial mood boards and presenting visual directions directly to client stakeholders to get alignment early on.
The Hoosier spirit: I worked closely with the Hoosier Lottery team to make sure every single piece of creative matched the brand values and felt authentic to the local community.
