In a deeply moving conversation with Eric Boelts, the founder of Brain Bolts in Boulder, Colorado, we uncovered a story that pulses with creativity, connection, and purpose. When asked to describe himself, Eric’s answer was a tapestry of identities: designer, painter, business consultant, chef, long-distance runner, husband, and father. “I started Brain Bolts to provide a life for my family while using my creative and business talents,” he shared, his voice brimming with conviction. “I love solving problems, and this company lets me do that while making a meaningful impact.”
From that spark of passion, Brain Bolts was born—a place where logic and emotion collide to create designs that resonate far beyond the page. Eric’s vision is brought to life by a remarkable team of specialists, each shaping the company’s creative identity. His brother, Jackson Boelts, a master of conceptual design, ignited Eric’s own creative fire. Andria Marshall, a versatile genius, crafts everything from logos to immersive events. David Dickerson’s sharp marketing mind, Bruce Barnhart’s environmental graphics, and the consulting prowess of Blake Welch and Marty Gregg form a constellation of talent. “I’m lucky to work with people I’ve known for years,” Eric said, his gratitude evident. “Their trust and expertise elevate every project.”
This collaborative spirit allows Brain Bolts to deliver high-impact work, whether branding for over 50 national parks or redefining the global identity of aviation giant Embraer.
One story Eric shared perfectly captures the company’s ability to balance logic and emotion. For a physician aiming to grow his patient community through a direct-mail campaign about hemorrhoid treatments, the team faced a delicate challenge. “We needed something that would connect without alienating,” Eric explained. Their solution? A bold, humorous approach using typography-driven headlines like “IT HURTS. IT ITCHES. AND I DON’T WANT TO TALK ABOUT IT” and “HEMORRHOIDS. EVEN THE WORD IS UNATTRACTIVE.” By lightening a sensitive topic, they created a campaign that was relatable, memorable, and deeply human—a testament to their ability to find emotional resonance through strategic design.
Collaboration is the cornerstone of Brain Bolts, not only within the team but with clients. “Input from talented people—clients included—makes the work stronger,” Eric emphasized. Yet, working with traditional or risk-averse brands can test a creative’s resolve. His approach? Building trust. “When clients trust you, they’re more willing to embrace ideas that push boundaries,” he said, reflecting on years of navigating this delicate balance. As a leader, Eric’s most profound lesson has been the link between happiness and creativity: “A respectful, collaborative environment fosters happier people who pour their best into every project.”
The company’s motto, “Sparks from both sides of the brain,” is more than a tagline—it’s a philosophy rooted in Eric’s dual degrees in design (BFA) and business (MBA). This fusion drives Brain Bolts to create work that’s as strategic as it is soulful. Staying inspired in a fast-evolving industry comes naturally to Eric, who finds energy in teaching, the curiosity of students, and a lifelong love of learning. “Teaching keeps me sharp,” he said. “The students’ energy and new technologies challenge me to grow.”
Among the company’s many achievements, Eric’s Rainbows vs. Monsters poster series holds a special place in his heart. Created for the LGBTQ+ community, it imagines rainbows defeating “monsters” like bigotry and intolerance. “It’s a fantasy, but a good one,” he said with a warmth that lingered. This project, like all of Brain Bolts’ work, reflects a commitment to using design as a force for good.
When asked what he’s never been asked before, Eric paused, then answered with a mix of humor and poignancy: “What do I want on my tombstone? ‘Damn, and he was just getting good.’” It’s a fitting reflection of a man and a company that never stop evolving, always chasing the next spark of inspiration.
Brain Bolts isn’t just a design company—it’s a vibrant community of dreamers and doers, sparking meaningful change, one bold design at a time.
