Hi, my name is Jeff Bowman. Despite all the titles I’ve had in my career, the one that really matters to me is “creative.” I am a CREATIVE first and foremost.
Bowman Creative is a place to showcase some of my favorite “creative” that my friends/teams and I have created for some great clients and agencies, and in-house institutes over the years.
My philosophy is to never “whitewash” bad strategies. I don’t do pretty for pretty’s sake, but design conceptually to engage the customer in the brand. I want the creative to be a natural extension of the product’s function for success. Function and form in perfect harmony. My focus then is strategy first that leads to strategic storytelling. I do this by asking lots of questions, interviewing the clients and hopefully the intended audience, if possible. A good interview where we listen really well leads to much better work because it leads to an authentic storytelling about real people.
I try to talk to one targeted person and tell the most compelling story to that person that has “wisdom, wonder and delight.”* I specialize in helping develop, discover and define a brand for maximum impact on your target audience. Then, ideas, ideas, ideas. My strength is brainstorming and facilitating others in the brainstorming and creative processes all the way to high quality execution.
Lately, I’ve been studying more about behavioral economics in marketing, and how to incorporate focused experimentation to gain insights to people’s behaviors to inform that storytelling. Why? I want to know that the creative I create will “work.”
I have worked for a wide range of clients, businesses and consumer products. If it can be designed, me and the teams I assemble can design it in whatever media is required. I’ve done everything from the basics of digital advertising campaigns, brand design; logos, brochures, web sites or direct mail pieces to the more unexpected; stadium ribbon board animations, international retail production or national TV ad campaigns.
BRAND DEVELOPMENT PHILOSOPHY
Once I’ve worked with you to create a solid CREATIVE BRIEF for your project, we can dig deeper into your brand. First, I work with you to define what “business you are really in” (the true soul of WHY your business does what it does). Then, I walk you and your team through a unique process (using a few design-thinking fun and games, if desired) to do three, important things things:
- Define you brand’s INTELLECTUAL APPEAL by writing a BRAND POSITIONING STATEMENT
How your brand, product or service is uniquely positioned (brand differentiation) in the marketplace against competitors and to who is your target audience.
- Discover your brand’s EMOTIONAL APPEAL by developing your BRAND PERSONALITY
Define the personality or character traits that your brand, product or service will display to your target audience.
- Decide where your EGO APPEAL lies by deciding on your BRAND AFFILIATION
Decide how using your brand, product or service will make your audience feel as they affiliate with the kind of groups, or tribes, that tend to associate with your brand.
If interested in talking more about how I can help you with your strategic creative, branding, design, advertising, or marketing needs, contact me here: jeff (at) bowmancreative (dot) com.
I founded Bowman Creative as a sole proprietorship in January 2002 in the Raleigh/Durham area of NC (Research Triangle Park). I can work alone or build teams for any project at any size. Since founding in 2002, I’ve done a lot more than just work for myself under Bowman Creative. I’ve worked part-time and/or full-time [ever hear of a perma-lancer? There were a couple of those gigs, too] in many of the RDU area’s best creative agencies and firms during this time (which actually makes my resume very confusing to write, by the way!). Recently, I’ve had leadership roles in various great companies. You can find out the latest by downloading a resume here.
Click here to download a PDF version of my portfolio of work.
Thanks so much for checking out some of my work and philosophy,
* “The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer” by Alexander Jutkowitz, Aug 21, 2017