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We’ve been watching the long game for years—tracking cultural, economic, and industry shifts that shape how brands behave and connect. These aren’t hot takes. They’re pattern-informed insights, grounded in research, and refined through real-world work. Here’s where we put the pieces together—and help you see what’s next, before it shows up at your doorstep.
These aren’t case studies or recycled playbooks. They’re reflections from our team—what we’ve seen, what we’ve felt, and what stuck with us. Real perspective from the work, the research, the late nights, and the lived moments that shape how we think. Some insights come from data. Others come from a hunch that wouldn’t quit.
Switching to Figma transformed our studio—faster workflows, better collaboration, and stronger output. At first, I was skeptical, wary of trendy tools. But the internal buzz echoed a Nike mantra I still live by: “Evolve immediately.” Like Nike’s shift to digital prototyping, Figma isn’t just software—it’s a mindset shift. Once we embraced it, the work leveled up. This isn’t about chasing trends—it’s about choosing tools that push us forward.
When longtime owners Tom Burke and Jon Tang faced the closure of Sunset Lanes, a Beaverton staple since 1963, they chose reinvention over retirement—creating KingPins, a modern family entertainment center. To launch the new facility while honoring community roots, they partnered with Watson Creative. The result? A strategic brand rollout that balanced nostalgia with innovation, ensuring KingPins Beaverton felt both fresh and familiar. Eat. Roll. Play—reborn for a new generation.
At Design Week Portland 2018, Watson hosted All Mouth, No Trousers—a candid panel unpacking the growing gap between brand messaging and real-world action. Named after the British phrase for big talk with no follow-through, the event brought together creatives, strategists, and cultural leaders to explore authenticity in branding, design, politics, and social impact. The message was clear: in a skeptical world, brands must not just talk the talk—they need to show up.
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InFocus, once known for projectors, reinvented itself as a leader in collaboration tech. With innovations like Mondopad, the brand shifted from hardware to human-centric tools for modern work. To support this evolution, Watson Creative led a multi-year rebrand—translating complex products into compelling stories and visuals. The result? A bold identity rooted in connection, not just screens. InFocus didn’t just keep up—it stepped forward.
Recent wins, press mentions, new hires, and studio happenings—snapshots of where we are and where we’re headed. These are the moves we’re proud of, the milestones worth sharing, and the occasional humble brag (with purpose, always). Quick reads. Big signals. Straight from the source.
Loyalty isn’t outdated—it’s a strategic edge. In a world chasing quick wins, lasting engagement is what sets leaders apart. At Watson, we see loyalty as a business imperative, not a bonus. It builds communities, drives advocacy, and turns one-time users into long-term believers. The brands that prioritize connection over clicks aren’t just surviving—they’re winning.
As part of Watson’s Speaker Series, we welcomed Andrea Marks—renowned design educator and creator of Freedom on the Fence, a documentary on Poland’s iconic poster movement under Communist rule. What began as a grant project became a global exploration of design as resistance. Marks’ work reminds us that creativity can thrive—even under pressure—and that design is often a quiet force for cultural and political change.
In July, Watson welcomed design legend Aaron Draplin for our Speaker Series. Founder of Draplin Design Co. and co-creator of Field Notes, Draplin’s no-nonsense approach to design—rooted in clarity, craft, and purpose—struck a chord with our team. With clients from Nike to the Obama Administration, it’s his intention, not just his portfolio, that makes him iconic. A creative force and kindred spirit, Draplin reminded us why good design always starts with good thinking.
As part of Watson’s Speaker Series, we welcomed Kristin Van Buskirk—former Nike Design Director and founder of Woonwinkel—for a vibrant session on color, systems thinking, and storytelling. A longtime collaborator with Matt Watson, Kristin shared insights from their Nike days, where color choices shaped global narratives. Her talk reminded us that color isn’t just aesthetic—it’s emotional, cultural, and deeply strategic. A creative reunion, and a masterclass in palette with purpose.
From Portland to Bend, Seattle to Sausalito—our teams are spread across the West Coast, nestled between forests, surf breaks, and the occasional volcano. The kind of landscape that fuels bold ideas and creative mischief.
