Designers discovered that most young people purchase lottery tickets out of social necessity and a desire for excitement amidst monotony. Based on this, in the brand design process, designers proposed a brand name that is catchy and has the potential to foster community. In the logo, by simplifying strokes and changing structures, the wordmark presents an unfamiliarity and surprise while ensuring readability. The brand graphics reference elements of the logo and scratch-off lottery tickets. The entire visual system collectively portrays a scratch-off world filled with fun and excitement.

As a design studio in China, “SX” stands for Chinese “ShangXiang” which taken from “Yi Chuan”. The name expounds our core opinion: To build significance of daily life through the observation, extraction, abstraction and reorganization of phenomena. sxdesign creates and values languages and ideas of client and user, such as requirements, knowledge, or the attitude of sxdesign itself.

Guangxi Welfare Lottery Distribution Center is an institution under Guangxi Department of Civil Affairs, with the main function of organizing the sales of China Welfare Lottery within the jurisdiction in accordance with the relevant provisions of China's Lottery Administration Regulations and lottery games and rules approved by the Ministry of Finance. Guangxi Welfare Lottery aims to mobilize public welfare funds and help social welfare undertakings. Adhering to the welfare lottery issuance principle of "helping elders, assisting disabilities, rescuing orphans and helping the needy", the Lottery subsidizes projects involving elderly care, child welfare, relief services, protection of persons with disabilities, social welfare projects and other aspects.