The Ontario Lottery and Gaming Corporation, a Crown corporation responsible for Ontario’s lotteries; commercial, charity, and Aboriginal casinos; and slot machines at horse-racing tracks; began an ambitious modernization initiative in 2012, recognizing a future of changing demographics and business imperatives.

We helped OLG redefine their corporate brand positioning and messaging to communicate a major change that would affect how they are perceived by their stakeholders: players, the general public, the media, various levels of government, and employees.

Brand drivers were identified through interview sessions with senior leadership and public focus groups to aid in creating this new positioning. We crafted the content and expressive language of key messages to guide public communications initiatives, clarify the brand image, and communicate a positive message of comprehensive change.