National Lottery Heritage Fund: Acknowledgement Awards
A brand identity for the National Lottery Heritage Fund’s Acknowledgement Awards — celebrating the best acknowledgement of Heritage Fund grants across the country.
Project Details
Client: National Lottery Heritage Fund
Sector: Arts & Culture / Public Sector
Services: Animation, Branding, Campaign Design
Year: 2025 to 2026
The National Lottery Heritage Fund runs the Acknowledgement Awards to celebrate funded projects that have found creative and meaningful ways to credit National Lottery players for their support. We were commissioned to develop the awards identity, digital assets and video guidelines — sitting closely alongside the Heritage Fund’s own brand while giving the awards a distinctive character of their own.
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Heritage Fund-funded projects across the UK that the awards programme speaks to
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Individual asset formats delivered, from animated logo to physical award concept
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Concept routes developed and presented before Route 1 was selected and taken through to full delivery
An identity that had to sit within a brand, not just alongside it
The National Lottery Heritage Fund’s Acknowledgement Awards celebrate the funded projects that have gone above and beyond in crediting National Lottery players — the people whose ticket purchases make the grants possible. The awards were in their second year when the Heritage Fund approached us, looking to build on initial success with a stronger, more distinctive identity that could grow the programme’s profile and inspire more creative approaches to acknowledgement from grantees.
The brief was specific about what the identity needed to do. It had to feel clearly connected to the Heritage Fund’s existing brand while being distinctive enough to stand on its own as an awards programme. It also needed to work for Allwyn, the National Lottery’s operator, as a demonstration of the Fund’s commitment to strong acknowledgement across the sector. The reference point the Fund had in mind was awards branding that feels serious, considered and culturally credible.
We developed multiple concept routes and presented them to the Heritage Fund team, who selected the direction that best balanced distinctiveness with brand alignment. The final identity included a logo with animated version, social media templates, an example web page, video brand guidelines and a concept for the physical award itself — with a brief to celebrate a heritage skill or craft in the object design.
An awards identity that feels serious, considered and culturally credible — built to grow year on year.”
Building something that lasts
The Acknowledgement Awards are still relatively new, and the identity needed to be built for longevity rather than a single year. The guidelines and templates we developed give the Heritage Fund’s team a framework they can use consistently year on year, adapting the programme’s visual presence as it grows without needing to commission new creative each time. We also developed video brand guidelines to give grantees and partners a clear framework for how to represent the awards in motion content.
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