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
Agency: Fable
The print and digital work runs against the category. Most lottery trade ads are loud, busy, indistinguishable. Brava ran the other direction. Soft gradients, human imagery, headlines that talk to a marketer instead of at one. The system underneath borrows from Spurrier Group's circle structure and stretches it into something with movement. Connected nodes, a wordmark that fuses sharp edges with rounded forms, a fingerprint motif that carries through. Built to live next to a parent brand without disappearing into it.
Set In Motion
The brand video had a specific constraint. Brava is a sub-brand under Spurrier Group, so its motion language had to carry Spurrier's existing line graphics and color system without feeling like a hand-me-down. These are clips from the full piece, which lives behind client walls. What you can see here is the visual vocabulary: pendulums, pulses, sliders, soft shapes in motion. Small gestures that stand in for what hybrid intelligence actually feels like in use.
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.
