AI With Instinct
Brava is a hybrid intelligence service by Spurrier Group, built for the lottery industry. The promise: faster insights, sharper creative, and research that feels less like data and more like a direct conversation with your audience, backed by years of Spurrier's proprietary knowledge.
The work spans brand identity, print and digital advertising, and video. The creative brief lived in a specific emotional register:
that suspended moment before understanding arrives, when you can sense the shape of something without quite being able to name it.
That's where Brava operates. Not a tool that manufactures answers, but one that brings into focus what was always already there.For state lotteries evaluating where to put their media dollars, the goal wasn't to sell software. It was to make them feel seen first.
Client: Spurrier Group | Brava AI
Year: 2026 — Present
Agency: Fable
Role: Served as creative lead for naming, brand identity, launch video, and the ongoing LaFleur's print and digital ad campaign. Led concept development, art direction, and design throughout the project.
Print & Digital
Most lottery trade ads are loud, busy, and indistinguishable. I positioned Brava to run the other direction. I concepted, art directed, and designed the full LaFleur's print and digital campaign, a year-long sponsorship putting Brava in front of every state lottery executive in the country. Six magazine ads, four directory ads, and six digital banners rolled out across six cycles during the year.
Each cycle has its own theme (awareness, competition in gaming, research and strategy, creative collaboration). Every ad must balance three things: a brand identity that feels unmistakable, messaging strong enough to cut through reader fatigue around AI, and copy short enough to compete with editorial content on the same spread.
The look earns its place by refusing to compete on volume. Soft gradients, human imagery, headlines that talk to a marketer instead of at one. The kind of ad that gets read instead of flipped past.
Naming & Brand
Before launch, the tool did not have a real name. We called it 'Spurrier AI' as a placeholder, but that name did not mean much.
I teamed up with our Creative Director and the client to pick the name Brava. We liked it because it sounds like applause and confidence, and it marks a moment to celebrate. After we chose the name, I designed the logo and visual identity, using a fingerprint and a five-bubble structure to reflect Spurrier's five-step process. The fingerprint became Brava's symbol for human intelligence, making it stand out from other AI tools.
The brand needed to feel unique, smart, and clearly part of Spurrier Group, but not blend in with their usual look. That balance was our goal, and the logo reflects it.
Brava in Video
The video work for Brava had two parts. The first was a 3.5-minute launch video shown at the LaFleur's lottery conference in Phoenix. It introduced Brava to state lottery executives who were skeptical about AI and wary of sales pitches. The second was a 90-second version for a wider audience, featured on Spurrier Group's website and used in RFPs and conference presentations. This version was built around Spurrier's five-step process.
I came up with the concepts for both videos, directed every frame, and designed the visual system that ties them together.
Brava is a sub-brand of Spurrier Group, so its motion style needed to use Spurrier's line graphics and color system but still feel fresh. I created a new visual language from the ground up, using pendulums, pulses, sliders, and soft moving shapes. These small touches help show what hybrid intelligence feels like in action.
The clips here are pulled from the full pieces, which live behind client walls.
The Graveyard
The directions that didn't get picked, posted here because I'm still a little attached. Different logo lockups, alternate color systems, mood boards that pulled toward different versions of what Brava could have been. Some of these were closer than others. A few I'd still argue for. None of them made the final round, but they shaped the one that did.
The Results
The launch video debuted at the opening night of LaFleur's Phoenix and has since traveled with Spurrier Group to industry events, including LaFleur's Atlanta.
The client has described the response as a "great success," with state lotteries reaching out directly after seeing it.
The print and digital campaign is in its first full year of rollout, putting Brava in front of every state lottery executive in the country across six issues of LaFleur's magazine.
And the work continues. Spurrier Group brought us back for the second video, the year-long ad campaign, and ongoing creative direction for the brand.
