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Building a Legacy of Fun
KingPins Bowling & Arcade stands as one of the nation’s most successful pound-for-pound family entertainment centers. With roots in Portland’s community, KingPins wanted to transition from the beloved Sunset Lanes to a modern entertainment destination. Watson Creative collaborated with KingPins to create an entirely new brand from the ground up, focusing on building a vibrant identity, environmental design, and marketing strategies that would resonate with families, casual bowlers, and competitive leagues alike.
KingPins faced the challenge of redefining the traditional bowling center experience while preserving the community loyalty that Sunset Lanes had cultivated for decades. As they expanded into Beaverton and Southeast Portland, the goal was to position KingPins as a multifaceted entertainment hub offering bowling, arcades, dining, and private events. They needed a brand that could seamlessly blend nostalgia with modern amenities and appeal to diverse audiences.
Watson Creative began by developing a brand strategy that reflected KingPins’ commitment to fun, community, and high-quality entertainment. The team crafted the iconic Eat·Roll·Play campaign, which highlighted the venue’s broad offerings, from bowling lanes to the TapHouse Bar & Grill and immersive arcade experiences.
Brand Identity and Design: Watson designed a logo that merged vintage Americana charm with modern aesthetics, creating an emblem that resonated with both longtime fans and new visitors. Environmental design extended this identity throughout the venues, integrating cohesive signage, wayfinding, and interior branding.
Digital Marketing and Campaigns: To prepare for the grand opening of KingPins Beaverton, Watson crafted a robust digital strategy, retaining SEO strength from the Sunset Lanes website while driving excitement through social media teasers and email campaigns. Content emphasized the new venue’s enhanced amenities and continued dedication to community engagement, reassuring loyal patrons of a seamless transition.
Experiential Design: Watson ensured that every touchpoint, from website navigation to in-venue experiences, reflected KingPins’ mission to deliver memorable moments. Custom photo and video assets highlighted family interactions, arcade wins, and culinary delights, bringing the Eat·Roll·Play concept to life across platforms.
The ambitious endeavor to reinvent KingPins Bowling not only revitalized a cherished pastime but also redefined the entertainment landscape in Portland. The collaborative effort between KingPins and Watson ushered in an era of innovation, community engagement, and unparalleled customer experiences. This section highlights the remarkable outcomes of our strategic partnership, underscoring the power of visionary branding and customer-centric initiatives.
KingPins’ rebrand and grand opening campaigns were met with remarkable success:
“Watson Creative is the single most important reason KingPins has been able to develop brand identity in our community in such a short period. Their passion and expertise helped us transition from Sunset Lanes to KingPins seamlessly while creating a space that appeals to everyone.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
