Rebrand and poise Strike for expansion
Strike Holdings sought JWALK’s help on an ambitious rebrand of their six properties to set up the brand for national expansion. They wanted to capitalize on the iconic American pastime, but elevate the experience, and reinvigorate excitement towards the activity by positioning it as high-end and decadent. Their desire was not just to give consumers a unique bowling experience, but create a social community and movement around upscale bowling.
Now synonymous with luxe bowling, Bowlmor started as a single location in Union Square. Capitalizing on the New York energy and edge of the location, we built out an entirely new brand identity for Bowlmor that drew from our background in nightlife experiences and focus on design. We tapped into culture’s obsession with nostalgia, updating the classic 1950s soda shop aesthetic by imbuing it with a dark sexy edge.
Delivering an extensive brand bible, we translated our vision into their website with video, photography, copy, menus, and event content for each location. After executing their new identity, we provided blog and social content strategy across all platforms to build their community and recognizability.
After JWALK’s rebrand of Bowlmor, the company took off. Starting with opening their largest location at Times Square, the first with the new identity, they brought bowling to relevance again and redefined the dated activity as a chic destination experience. After merging with AMF in 2013, they now have a combined 270 properties and an annual revenue of approximately $450 million.