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It’s been more than a decade since The Oregonian profiled Watson—and the story still holds up. Not just as a business milestone, but as a reminder of what sparked all this in the first place.
The Oregonian’s Allan Brettman told the story of how Matt Watson left a promising run at Nike—designing shoes, building campaigns, and soaking in the culture—to start something of his own. The piece traced Watson Creative’s rise from a scrappy two-person setup to a million-dollar agency in under two years, with early wins in professional sports, digital loyalty programs, and creative strategy.
A lot has changed since then. Offices opened. Services expanded. Tools evolved. But one thing hasn’t: the belief that design is a system of meaning, not decoration. That good brands are built from the inside out. And that the most compelling work starts with curiosity—not ego.
You can read the article online on Oregon LIVE: www.oregonlive.com
Matt’s decision to leave Nike wasn’t some cinematic leap. It was quieter. More human. A moment defined not by ambition, but by family. His father was battling cancer. His wife was pregnant. He wanted more flexibility to show up where it mattered most.
So he left. He taught design and marketing at night. Pitched clients during the day. Worked with whomever would take a chance—nonprofits, small businesses, early-stage tech, and, thanks to a longtime friend, a few pro teams.
One of those connections led to the Kansas City Chiefs. What started as a web refresh quickly turned into a loyalty platform—a way to help fans show up earlier, stay longer, and be part of something bigger than the game itself. That first project caught the attention of other teams: the 49ers, Broncos, Sounders, Timbers, Bruins. Each with their own identity, culture, and community to build.
The sports work grew. But so did everything else. The article hinted at it—Matt’s desire to bring Nike-level thinking to other industries: healthcare, higher education, civic engagement, arts, architecture, tech. Not for the glamour. For the impact.
“I love working with teams, but I’ve always been more interested in people than players,” Matt says today. “The psychology of loyalty, trust, belonging—that translates everywhere.”
Over the years, Watson evolved from an agency that “makes things look good” into one that helps organizations make meaning, move people, and manage growth. Brand strategy. Research. Design. Content. Experience. And underneath it all, a studio culture designed to support great work without burning people out in the process.
That moment in The Oregonian marked more than press—it marked intention. The agency wasn’t named after a clever concept. It was named after a person. One accountable for doing things differently.
From the start, Watson rejected the old agency model: bloated overhead, pitch-first culture, anonymous creatives grinding behind the scenes. Instead, it’s been about staying nimble, staying honest, and building long-term partnerships with clients who see us as true collaborators.
That thinking applies internally too. Our team isn’t just a list of titles. We’re designers, writers, developers, parents, musicians, volunteers. We believe in work that doesn’t just look good—it feels good. For the client. For the audience. For us.
Being featured by The Oregonian was a proud moment. It still is. Not because of the exposure, but because it captured the early shape of something we’re still building: a research-based creative studio with heart, guts, and a healthy skepticism of hype.
Today, our projects may be larger and our tools more sophisticated, but the philosophy remains simple:
We’ll keep growing. We’ll keep questioning. And we’ll keep building brands that matter.
Thanks to The Oregonian for telling our story then—and to the clients, teammates, and community who help us write the next chapters now.
About Watson Creative
Watson Creative is a design-led business consultancy firm based in Portland, Oregon. Founded by Matt Watson, a design expert with 11 years experience with Nike, Watson Creative offers a wide range of business-led design services, including brand management and strategy, web design, VIP and athlete branding, and business strategy.
www.watsoncreative.com
About The Oregonian
The Oregonian is a major daily newspaper based in Portland, Oregon. Founded in 1850, it is the oldest continuously published newspaper on the U.S. West Coast, and is the largest newspaper in Oregon and the Pacific Northwest by circulation. In 2001, The Oregonian received the 2001 Pulitzer Prize for Public Service, and writers for the newspaper have received four other Pulitzer Prizes over the years.
www.oregonlive.com
