How we helped reposition Hollywood Bowl to grow beyond their category. Brand Refresh for Hollywood Bowl.
How we helped reposition Hollywood Bowl to grow beyond their category
Brand Refresh for Hollywood Bowl, by MadeBrave.
Hollywood Bowl was seen as just another local bowling venue.
With just shy of 100 locations across the UK and internationally, Hollywood Bowl is a company big enough to be listed on the London Stock Exchange. They’re unquestionably a leading brand in bowling venues in the UK, however, they were hungry for more growth.
Despite their national scale and frequent investment in modernisation of their venues, Hollywood Bowl was seen as somewhere fun to visit once a year, but not necessarily the sort of place you’d book in advance. This needed to change. The aim was to encourage more people to book more visits and do this ahead of time. That’s where we came in.
We were tasked with elevating their brand from one people knew of but didn’t feel anything for to something more exciting. More entertaining. More emotionally charged.
We needed to reposition the brand from ‘just a weekend bowling place’ to ‘everyday centres of fun’.
Through a series of workshops, site visits, and desk research we learned while people often reserve their fun for the weekend, they also look for everyday escapes from stress and monotony—something Hollywood Bowl has in spades.
This made it clear we had to compete with restaurants, cinemas, cafes, and even Netflix.
We gave the brand a little spark and big fun to help people banish boredom from day-to-day life.
With a new vision, proposition, and brand direction in place, we wove elements of fun and movement through every possible element of the brand. The result was the playful and practical brand guidelines to put the bumpers up for all future brand communications.
Then, creative engines at full throttle, we developed a huge array of new assets to showcase the refreshed brand identity for out-of-home, a photo bank of assets, cinema ads, and seasonal campaign assets.
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