A split, and a signal for change.
When IGT separated its gaming and lottery businesses, the lottery division needed more than a name change. It needed a bold new identity to step out of the shadow of its past as GTECH—once known for secure transaction technology—and reposition itself as a full-spectrum global partner.
From provider to partner of choice
The new brand had to elevate the role of lotteries worldwide, inspire players, and position the business as an industry leader.
We built the strategic foundation around the mission statement Elevating Lotteries. Inspiring Players.
This simple, powerful line reframed the company’s ambition: from being a reliable vendor to becoming the partner that defines the future of lottery.
The solution
The name: Brightstar. optimistic, energetic, and purpose-driven. A name that signals confidence and leadership on the global stage.
The creative idea: The Zenith. The high point of aspiration and achievement. A brand designed to represent clarity of direction, precision delivery, and a future-facing mindset.
The identity system:
- A logo built from the exact 45º angle of light refraction, symbolizing clarity, transformation, and momentum.
- A color palette inspired by the brightest stars in the galaxy, radiating optimism, vibrancy, and digital-first impact.
- A consistent visual and verbal system that flexes across markets while staying unmistakably Brightstar.
The outcome
Brightstar now stands as a signal of transformation in the lottery industry—modern, inspiring, and equipped to lead. It reflects a business that has evolved from a trusted technology provider into a global partner delivering innovation, services, and strategic solutions across the entire lottery value chain.
Thanks to our fantastic collaborators
This launch was made possible through the dedication of our partners and creative collaborators, Wendy Montgomery, Chip Wilkerson, Billie-Jo Kearns, David Martin, Benjamin Gallagher and the folks at Nail. Dream crew!