RAY BOWYER
FREELANCE SENIOR GRAPHIC DESIGNER
& ART DIRECTOR
An award-winning Senior Freelance Graphic Designer and Art Director with over 20 years of experience across the UK, Australia, and New Zealand. Having worked both full-time and freelance in leading agencies, as well as in-house
corporate roles, I bring a versatile, global perspective to every project.
Specialising in B2B marketing campaigns, digital builds, branding, identity, print, FMCG packaging, and photography solutions, I have a broad skillset that spans creative concepting, design, and finished art. My work has appeared in diverse media, including print, online, TV campaigns, digital billboards, and supermarkets throughout Australia and New Zealand.
With a wealth of experience and a passion for high-quality design, I approach every project with insight, foresight,
and a deep commitment to delivering work that exceeds expectations. Whether for a small business or a
global brand, I thrive on tackling design challenges and crafting compelling, creative solutions.
I believe that strong relationships lead to great results. My personable approach ensures successful,
collaborative outcomes, building trust with clients and teams alike.
Email: ray_bowyer@yahoo.com Mobile: 07470 896 479
Kingston upon Thames, London KT2 6JT
PORTFOLIO
B2B CREATIVE
Adobe | Microsoft – 'See the full picture' How to retain your banking customers – EMEA campaign
As Art Director on this project, I led the development of a customer retention campaign for a major client within the Financial Services Industry (FSI), collaborating closely with our Head of Copy. The project aimed to create an engaging, multi-channel experience to strengthen customer loyalty. We executed a comprehensive campaign across various platforms, including social media ads, animated videos, and an interactive website. The result was a cohesive, dynamic campaign that effectively resonated with the target audience and contributed to enhanced customer engagement.
B2B CREATIVE
Honeywell – ABM campaign US and EMEA into Retail and CPG
As Art Director, I collaborated closely with our Head of Copy to develop the 'Customer at Its Heart' concept, which emerged from our initial creative proposition. This concept was central to the campaign, putting the customer – whom retailers depend on for their success – at the forefront. We created a comprehensive campaign that spanned social ads, PDFs, infographics, and an interactive website. Through this approach, we effectively demonstrated how Honeywell's products and solutions directly support customers, showcasing their vital role in the retail ecosystem.
B2B CREATIVE
IDENTITY
Retro Saigon
Designed and developed a comprehensive brand identity for a Vietnamese restaurant in North Sydney, with a focus on capturing the essence of 'old Vietnam,' as per the client’s vision. The project was wide-ranging, covering brand identity,
web design, packaging, photography, promotional materials, and menu design. Every element was thoughtfully
crafted to honour the restaurant’s cultural heritage, while also presenting a modern and cohesive visual identity
that would resonate with both local and international audiences.
Silex Solar
I was tasked with developing an identity that clearly communicates the core business of Silex Solar, a solar panel manufacturing facility. To achieve this, I created a bold, modern icon and a panel-inspired pattern, both designed
for use across all stationery. Additionally, I included a spot UV treatment on the business card
to highlight key design elements, adding a premium, tactile quality to the brand.
THE ARTISAN STOREROOM
Developed an identity for a Melbourne-based homewares and art store that emphasizes simplicity, minimalism, and the importance of white space. The design features a clean, typography-focused execution, with a black-and-white colour palette to convey elegance and restraint. A matte seal adds a tactile, premium touch to the overall print finish,
reinforcing the brand’s commitment to simplicity and quality.
BRANDING
La Famiglia Style Guide
Developed a comprehensive brand and style guide to ensure consistency across new product packaging for La Famiglia. After leading an extensive redesign of the entire packaging line, I consolidated visual elements into a cohesive system, providing a clear blueprint for future packaging designs and other brand touchpoints.
James Hardie Masterbrand Guidelines
Following the introduction of the new brand position, "A Smarter Way to Build", we were commissioned to
create an entire library of marketing templates and integrate them into a robust set of master brand
guidelines. This initiative aimed to streamline James Hardie's marketing
communications across a variety of platforms and materials.
Prostate Cancer Foundation of Australia
The brief was to extend PCFA’s branding to generate more interest and variety. I expanded the colour palette from a
single blue to a range of shades, providing greater flexibility to convey different messages while maintaining strong
brand recognition. This extended palette allows for a cohesive yet versatile identity across all marketing materials.
ESQUE (Baresque publication)
As part of a team, I designed and produced a high-end publication to position Baresque as a leader in
commercial interior design, with a focus on wall coverings and unique products. This bi-annual book was
crafted to be a sophisticated, standout piece, distinct from a typical product catalogue,
reflecting the brand's innovation and expertise in the industry.
James Hardie
I designed a brochure to integrate James Hardie's core product and Scyon ranges into a unified catalogue,
featuring a refreshed look and feel. The result is a revitalised design that emphasises white space and highlights
product photography. A new branding bar device is prominently featured throughout the design.
ThinkGrowth
The task was to deliver a standout report based on findings from a survey conducted across ASX100 companies.
Each set of responses was meticulously analysed and reinterpreted to craft visually engaging infographics
that go beyond traditional charts and graphs, offering fresh and impactful insights.
PACKAGING
La Famiglia & Stonebaked
I helped develop a range of garlic and flavour-based breads for the chilled section, including an Everyday Range
with white packaging and a Select Range with coloured packaging, both featuring authentic Italian branding.
I also contributed to the design of Stonebaked, a premium range with gold and black packaging to
stand out in the market. To differentiate SKUs, we used a colour-coding system.
IGA Signature
IGA Signature products are instantly recognizable thanks to a sleek metallic signature band across all packaging. This distinctive design not only enhances shelf visibility but also signals premium quality. With a focus on sophisticated packaging, expert food styling, and high-quality photography, each product delivers a cohesive, visually appealing
brand experience, making it easy for customers to spot and trust the IGA Signature range.
Goodman Fielder (MacKenzie bread)
I designed and produced the artwork for the new range of MacKenzie burger buns, ensuring the packaging
aligns with the established look and feel of the current MacKenzie bread and muffin split range.
ADVERTISING
Weight Watchers & Country Life Bakery
Developed a targeted ad campaign to introduce a new "lighter" variant of garlic bread.
Additionally, I created a trade ad to support the relaunch of the Country Life Bakery range.
John Holland Energy & Resources
The brief was to develop a sophisticated, flexible advertising template that reinforces the strength of John Holland's
brand while allowing for the personalised marketing of individual business units. The result will be a series of
cohesive, high-impact advertisements that highlight both the individual expertise of each unit
and the collective strength of the John Holland brand.
Valspar Paints
My brochure design successfully differentiated Valspar’s superior paint range from its competitors, with an
emphasis on premium aesthetics and product benefits. They became a key marketing asset that
resonated with consumers, helping to elevate Valspar's presence in a crowded marketplace.
DIGITAL
James Hardie 'Scyon'
I helped the mobile site for Scyon provided users with an intuitive, frictionless experience, allowing them to easily explore the brand’s product offerings and make informed decisions. By keeping the design simple yet effective, we increased user engagement and improved conversion rates, helping the Scyon brand strengthen its presence in the digital space.
James Hardie
The brief was to develop an internal electronic newsletter for staff. The template was created using the James Hardie
style and colour palette. The design is easily updatable from month to month with new images and content.
OnceLife
On-brand email marketing campaign for life insurance.
TRADE & EVENTS
James Hardie
I collaborated with a team to create a dynamic exhibition space for James Hardie products at Queensland's
Design & Build Centre. Named the Home Design Hub, the space showcases home design ideas with branded
lightboxes, infographics, and product installations. The design offers visitors a clear understanding
of James Hardie's products and their benefits in a visually engaging and informative setting.
Thomas & Betts / Tourism Australia
Further trade event concepts and design.
PHOTOGRAPHY
Various projects
In addition to design, I simply love photography. I’ve setup a few in-house studios over the years and have experience
in food styling and art direction. This is just a small selection of what I have shot over the past several years.
ADDITIONAL PROJECTS
Sydney Cardiology
I created a leave-behind for GPs to give a snapshot of Sydney Cardiology, portraying their clinical excellence to generate patient referrals. A fold-out poster reveals the information in a clear and concise manner. Black and white photography
and limited colour throughout creates a professional, stylish and striking piece.
James Hardie
Range of invites for special events targeted to architects and builders.