The Concept:
Think of a cross between a Starbucks and a bowling alley. Think Black Tie Bowling.
If you work downtown San Francisco, you need somewhere to go after 5. Whether it's to unwind, discuss business with partners, or meet with clients and principals, you can do it all here. With a coffee bar and assorted snacks and drinks, Black Tie Bowling is the place to go for networking and/ or not working. (If only it were real.)
The Logo:
This is the brand's unique identifier. It incorporates all three elements seen in the brand's name. The main part of the mark is the top half of a bowling pin and the bottom half of a neck tie combined into one shape. This shape is set in a bowling ball as the container. Taking some cues from mid-century logo design, the lowest point of the neck tie breaks the containing shape and directs the eye up to the top of the logo then back down, catching the viewer's eye.
Magazine Ads:
Two ads were created specifically for San Francisco magazine, which targets the very affluent audience in the Bay area and beyond. 79% of the readers utilize it to look for places to eat. Black Tie Bowling serves food. And with a readership of 300,000 (and 73% of those reading the last 3 out of 4 issues), San Francisco magazine was the first choice in print advertising for Black Tie Bowling.
Magazine Ad #1:
This ad was set to go in the "Power Issue" of San Francisco magazine. The photo shows people enjoying themselves at Black Tie Bowling and ties into this issue's theme. It says, You have the power to make connections and create real growth for you and your company.
Magazine Ad #2:
This ad was made for the issue focused on the "Future of Work." With conference rooms and video conference set-ups, Black Tie Bowling is positioning itself as the future of work, outside the office. Think of it as working outside of the office but not from home.
Environmental Signage:
Over 1,000,000 plus residents in the bay area live within 5 miles of their workplace. That's 40% of the total population. This makes cycling a very attractive, budget-friendly mode of transportation, and those that cycle to work every week number approximately 62,000. With those numbers in mind, cyclists are a very important audience to reach, and this environmental signage is the best way to do it.
Vehicle Wrap:
Being located downtown in the business district and trying to attract those who work there, a vehicle wrap was a perfect fit for advertising on wheels. The Mini Cooper was selected for its size and mobility in the crowded downtown streets. The guidelines for use would be to drive around during heavy traffic in the morning and afternoon rush hours. And between those times during the day, park it outside popular places of business such as restaruants and boutique shops.
