PROJECT CREDITS
(DIRECTION) Natalie McMahon
(PHOTOS) Lucky Strike Entertainment
Not your average bowling alley.
Brand Iconography
Marketing Collateral
Illustration
Motion Graphics
Brand Illustrations
Over time working on Bowlero I was able to bring more and more bespoke illustration into the marketing and print materials. Eventually I was asked to create an unique style and illustration library that became essential to the brand’s visual identity. Some of my favorites are below, ranging from the hyper-specific like a phone scanning a QR code, to the always useful bowling ball or pin.
01/05
In-Location Graphics
02/05
At the start of my time at Bowlero they were in the midst of installing food and beverage ordering kiosks at every lane in every location. After a few years and a new menu launch, it was time for the kiosks to get a refresh, and I took the lead on a few different aspects of those updates. At the photo and video shoot for the new menu I was directing the second unit getting hundreds of clear photos of every possible drink/glass combination and variation of menu item. After the shoot I designed the new templates/background images above that were given to the production designers to build out. I was also tasked with editing together and adding motion graphics to the “attract video” above that would play in a loop on those kiosks when not in use.
Listing day at the NYSE
To mark Bowlero’s stock going public in December of 2021, Bowlero leadership was invited to ring the opening bell and make a presentation at the New York Stock Exchange. For this event Bowlero would have a huge banner covering the Stock Exchange building’s facade, and I was asked to come up with the concepts for and illustrate that banner. After some back and forth, the idea we landed on was this, with the iconic Wall Street bull charging down a set of pins.
03/05
Bowlero Guru
What’s better than having your photo on an “employee of the month” board in the break room? A cash prize and a package of free swag! Bowlero Guru was an associate appreciation program concept for which I handled all of the design. Since this was for internal use I was given free reign to create something a little bit funkier than the Bowlero brand, but this illustrated style was such a hit that it led to the illustrations at the start of this page being created and codified as the main brand iconography.
04/05
REPEATING PATTERN
email marketing
05/05
More Good Stuff