Totalizator Sportowy — Corporate identity transformation
Totalizator Sportowy is one of Poland’s largest organizations in the gaming and lottery sector, operating the well-known Lotto brand among others. The company has an extensive nationwide network and significant market presence.
The image of Totalizator Sportowy was unfavorable, associated with a bygone era, gambling, and austerity. There was an inconsistent image built by two simultaneously used brands — Totalizator Sportowy and Lotto — with no clearly specified competencies for these brands. Proper brand management tools were lacking. Previous attempts by other agencies to fix these issues ended in failure with misguided solution proposals.
We carried out a comprehensive rebranding of Totalizator Sportowy based on a new, modern, and understated brand. This included analysis of historical brand conditions, design of a new brand mark referencing tradition while being visually connected to the network brand, development of a digital branding management platform, and creation of an extensive visual identity system adapted to the needs of an active, modern corporation. We also developed modern brand management tools, raising the effectiveness and quality of branding across the organization. The new image is being progressively implemented, with research confirming the quality and validity of the adopted solutions.
