300 was born as a unique, upscale bowling concept, and has since grown into the name we first created for it based on the idea of the "perfect score." However, with today's economy, the company faced a challenge of remaining as a relevant form of entertainment in the mind's of their audience. We took advantage of unoccupied ground among its competition and repositioned 300: by day they are a family-friendly bowling center with upscale amenities, while by night they become a more sophisticated, night club-inspired center.
Segment 300's main audiences into daytime and nighttime experiences to better define their expectations. The new campaign line, "At 300, it happens between the frames" introduced how 300 offers more than just bowling but an experience that allows visitors to truly engage with the people around them. As an extension of this idea, we created the "After Dark" brand, focusing on the moments that develop in a nighttime setting to appeal exclusively to a more adult audience.
Through photography with a storytelling format, we were able to visually showcase the unexpected upscale center environment, as well as the unique experiences and interactions that happen within it. The use of a scorecard graphic embraces bowling while also functioning like a timeline. Connecting the graphic with handwritten messaging illustrates stories of what happens between the frames, the memorable moments that occur when you're not up to bowl.