B R AD L E Y L .

B OW E R S
Designer

EDUCATION Consciously ReBuilding Mar. 2007-pres

Sustainable Urban Development GRAPHIC DESIGN
Savannah College Designed marketing material and website graphics [logo, promo video, etc.]
of Art and Design
Facilitated guest lecture with SCAD for “The Other 90 Percent” including
[2010] collaborations between students and design professionals
BFA Industrial Design
Dean’s List HIP
Proctor & Gamble Jan.-Apr. 2009 RNS
Personal Beauty Care Brands INTE
[2011] BRAND MGMT.
MA Furniture Design Developed a brand audit and expansion guide for the luxury market for Old Spice
Full-Ride Scholarship
Composed and mocked graphic and package design concepts for the Olay Mega
Brand Design Team
Conducted creative brainstorm sessions for Exploratory Design teams
SKILL SET
Rhino 3D Modeling YB Green ® Mar. 2008-pres
Eco-Friendly Glass Jewelry GRAPHIC DESIGN
Adobe Creative Suite
Designed the brand’s graphic identity and marketing material
Hypershot Rendering
[logo, letterhead, leave-behinds]
Hand Sket ching
Hand Render ing Worked with brand owner to accurately reflect the mission of the
brand visually
Form Development
NER
Manufacturing Processes The McGee Group Sep.’08-Mar.’09 WIN
IGN
Ethnographic Research Eyewear Manufacturer BRAND DESIGN DES

Contextual Research Researched and analyzed emerging markets within the eyewear industry
Trend Research Designed an eyewear line for un-tapped male market groups based on
contextual and market research
Color Forecasting
Design concepts selected for production Spring 2010
Material Forecasting
Oration/Presentations
VTech Telecommunications Mar.-May 2008
Mobile Communications Devices BRAND DESIGN
Designed a family of communication devices based on rigorous market,
contextual, ethnographic and technological research
Wrote a brand language guide that focused on the emerging market of Single
Working Mothers [The Other 90%]
Selected to present design concepts in Hong Kong and South East China

Gulfstream Aerospace Jan.-Mar. 2006

Private Jet Manufacturer BRAND EXP.
Created a multi touch-point user experience for Gulfstream to use as a
brand differentiator and energizer
Collaborated with engineers to design and prototype the physical touch-
points associated with the brand strategy [travel accessories, graphic interface]

ACHIEVEMENTS
Full Tuition Scholarship Award [2010]
[Graduate School] [SCAD]
Public Forum Debate Finalist [2004]
[Brookwood Classic Nationals]
Published Poetry [2004]
[Colours of the Hear t]
Outstanding Achievement in Poetry [2004]
[International Society of Poets]
Painting Commission for Mayor R. Giuliani
[Presented to Giuliani] [2004]
VOCA Ext emporaneous Speaking
[2nd Place] [State Conference 2005]
Featured in Arts and Expressions Magazine
[Emerging Artist Bio] [2005]
Portfolio Scholarship Award
[Under-Grad School] [SCAD] [2005]
FILA
What does it mean to
be an athlete, a warrior, a hero or heroine? At what mo-
ment does one cease and the other begin? These questions and many more helped to
begin my journey into the world of identity, the ego and the alter ego that exists—I would
contest—within all of us. I elected to use the sport of fencing as a case study because of
its peculiar tradition of having two anonymous masked combatants face off, void of any-
thing that could speak to the “self” of either individual. I chose the brand Fila, in part for
their experience in the field of niche-markets—they pioneered the sport of tennis in the 1970’s
and 1980’s, a sport that was largely unexplored by many sporting brands. The union of these
two entities, both obscure in their own right, I felt would not only be desirable but lucrative for
both. Fila would be able to emerge as a newer fresher version of itself, and fencing would receive
recognition and global popularity as a result of Fila’s patronage. Both fencing and Fila garner
cryptic identities, fencing has received its obscurity because of its perceived elitism, whereas;
Fila is considered mediocre as a result of its recent inactivity in the sporting arena.

our Volaro by Fila awakens the ultimate athlete

within all of us. The Volaro product family provides
brand professional sportsmen and enthusiasts with the
means to achieve and express athletic greatness. Volaro

equity represents the pinnacle of performance, experience and

interaction for the sporting goods arena.

our
brand Volaro is a product family that creates a holistic
and expressive fencing experience for all levels
of competition.
promise
our Volaro embodies precision, grace, and

brand irreverence. It presents these qualities to its patron

in a youthful and progressive fashion. All the products

character
that belong to the Volaro family push the boundaries of
what it means to be an athlete.
 NA LYSIS
A
SWOT
STRENGTHS
F ila has the desire and ability
to become a purveyor of bold
and provocative brands. They
have previously navigated and
constructed product families that
have furthered their vision of being
a fashion-forward company. Fila’s
heritage lends them the trust and
experience required to enter into
niche markets, where conventional
advertising methods are less
eff ective. There willingness to
pioneer new market areas coupled
with the esteem of their name, and
the stamp of luxury Italian sorts-
wear, places Fila in an optimal
position to continue to create new
opportunities for themselves.
Since Fila is poised for a
resurgence. The true opportunity
for Fila lies in seeking arenas that
are largely untouched and then
expanding within them. The niche
market is an area already familiar to
Fila; they successfully entered and
dominated the sport of tennis from
the 70’s to the 90’s with conviction.
The same strategy that was
employed then can help the brand to
emerge anew, relevant, provocative
and ahead of its competition. Fila’s
continued commitment to being an
audacious and alluring brand syncs
perfectly with the proposed brand
introduction, and it would allow Fila
to own the new market segment.
OPPORTUNITIES
positioning
Because the sport of
WEAKNESSES fencing remains largely
untouched Fila currently
has the opportunity
D ue to Fila’s ability to favorably to create a market for
enter new markets, the company growth and a bold
has created a portfolio that is name for themselves
diverse, in that it has multiple while simultaneously
sporting product families, but furthering the sport
the unifying vision that ties of fencing.
brands and companies together is
missing. The global image of Fila
varies from continent to continent,
un-doing any hope for a core
brand perception. Fila has also
lost its footing in the American
Sports market. It is perceived as
a “dead” brand. This perception is
due to low market visibility and a
marketing and art direction that
does not meet the same standards
as the brand’s mission
Currently the global economic
market is in a less than favorable
position. However, instead of being
a negative occurrence this requires
thoughtful expansion and offers Fila
a chance to go where others will not
go for fear of economic loss. Fila
will always be at opposition with its
top competitors like Nike, Puma and
Adidas; this means that Fila’s worst
threat comes from inactivity. If Fila
fails to take advantage of a vacancy
in the global sports market then they
will find themselves falling further
behind the “Big Three”. The timing
of Fila’s entrance is also crucial
sponsorship and entry must be
timed with Fencing World Cups and
with other high-profile tournaments.
THREATS
interviews S
AY
W
-A
Olym
p
Silve ic E
r Me
dal ly m pic t
alis riol K V I E WS
TA M INTER
Tim M O e d
orho ist M lia
use Gold eo Tag
FRO
t
Mat

Create opportunities that promote and

encourage peak athletic performance.

Provide the Volaro athlete with specialized

products & services

Encourage individuality amongst athletes while

Once the mask comes down over my face I
assume my fencing personality, which is
aggressive, confident and strong... there is
a certain power about wearing a mask
that brings out a different side of me.
It’s like flying or running on green fields in celebrating the accomplishments of the sport and
summer. In fact I try not to think too much:
All the work of thinking and trying you must the individual
do during training, for me, and during the
competition you must only do, not think too
Design artifacts that energize and spur the
much. That’s the way I feel.
transformation of the athlete from Human to SuperHuman
t
n a men
r
Tou tler Create opportunities for objects to imbued with power
s pi
Wre ew Gep
r
And Promote the sport of fencing to a wider-spread
global audience while promoting the brand Fila

Make quality and relevance the only priorities

of the Volaro family

Acknowledge and reward the

Tourn accomplishments of the Volaro athlete
amen
Fenc t
er
Patri
ck Ba
iley

Once the mask comes down I lose my smile. In I was not ready until I put on my headgear.
the few seconds between mask on and the start Thirty seconds before my match it was “take contextual research
I breath deep and pay attention to my posture, off sweats and put on headgear”
focusing on my legs.
Once the match begins it all feels
so comfortable.
 The logo for FILA
f elt a bit dated; I
added youth to it by
removing elements
that were
regressive

The Insignia program of FILA Volaro focuses on developing

the brand’s image and presence in local, national and

The
international tournaments.

best
Volaro embodies precision, grace, and irreverence. It presents
these qualities to its patron in a youthful and progressive
fashion. All the products that belong to the Volaro
way to
predict
family push the boundaries of what it means to
be an athlete.

Volaro is broken into the future is

to invent it.
three tiers: Prima,
Mezza and Brava.
Each tier corresponds
to a specific fencing
skill level with Prima
being the greatest.
They share a vibrant Alan Kay
color palette and
are distinguished
by their base color
(variations of
white)
concepts

To be successful I
needed to capture what
it means to be a fencer;
to do this I wanted to
start the collection
with an artifact that
is intimate to the
fencer;
I chose the glove.

VE
GLO
E
TH

REQUIREMENTS

The glove is
the focus of my
exploration.

I chose to focus on the

glove because it is the
most intimate artifact that a
fencer owns. It is in contact with
them more than any other item,
excluding the suit, and because of
this it is special.

I set out to create an object that

was more efficient at providing
protection while also being
something more than just a glove.

I believe that we can design products with

the idea that this will become something
more than what it is. So the glove and the
armguard are iconic elements unique to the
Volaro Fencing line.

The glove emphasizes identity as much as

the mask since it is one of the few means by
which one can identify a fencer on the piste.
 Vibrant hues are used to create points of
color

Denim is used for the thumb

for added durability

Seams accent the most engaged fingers

The name FILA compliments

the color palette

Elastic strap increases fit and

excites the color palette
 Arm-guard provides support and
while maintaining flexibility

Extra leather padding for longer

tournaments and added protection

Zipper on the underside helps create

a custom fit

Elastic straps create fit without

needing extra material

Accent color reinforces vibrant

color palette
concepts

The suit guards the

wearer.
The suit gives the
wearer a sense of
self.
The suit displays
the wearer’s
status.
The suit
transforms the
wearer.

UIT
HES
T

REQUIREMENTS

The suit serves the

purpose of protecting
its wearer. While
redesigning the suit a
few things were on my
mind:

The process of “suiting up”

Mobility

Identity

I emphasize these above other qualities

because I think these define a more efficient
uniform. I incorporated padded areas
beneath the armpit, they serve a dual
function of protection and add a flash of color
to the movements of the wearer. The suit zips
in the back removing the seams that make
the current uniform bulky. There are creases
placed on the front of the jacket that allow
for the suit to give when the fencer’s body
contorts and twists. The pants incorporate a
higher waste and a thinner silhouette.
 Vibrant color accentuates a white
color palette

Pants create a taller silhouette and

reduce attackable surface are via fit
Strategic seams ease flexibility
and agility

Side straps adjust the fit of the jacket

Elastic on the knees Straps reduce bulk and allow for

ensures that the fit mobility (attaches jacket to pants)
remains constant and
reduces bulk