Hi. I’m Mike’s website.
My entire existence centers around showing you why should probably hire this guy, Mike McFarland. He’s great. →
Hi. I’m Mike’s website.
My entire existence centers around showing you why should probably hire this guy, Mike McFarland. He’s great.
This is Mike, this is the guy we’re talking about. Look at that ridiculous mustache!
Mike’s an experienced, multidisciplinary creative that people love having around.*
At his core, he’s an enthusiastic optimist who nerds out on building cool brands and telling stories that resonate. He can wear a lot of hats - designer, copywriter, photographer, video editor - but what really sets him apart is his delightfully insightful taste. In a world where you humans are letting your AI overlords build an increasing amount of stuff, understanding what people want is more important than ever. And Mike loves people.
*Social proof that people like Mike, too:
“Michael was an absolute pleasure to have in class.”
- Ms. Gooch, June 1992
Ms. Gooch, Mike’s 4th-grade teacher and big fan.
Some brands that Mike has developed.
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Role: Senior Marketing Strategist
What Mike Did: Brand development, graphic design, copywriting, photography, video production, social content, and web design. Development of all sales collateral, ads, and promotional materials, as well as developing assets for Sidework’s partners, which included AMC Theatres and Gregorys Coffee.
Industry: Hospitality Automation Technology, Smart Beverage Dispensing
In 2023, Backbar Solutions rebranded as Sidework. What began as an automated cocktail dispenser marketed primarily to bars was quickly evolving into the world’s most versatile beverage dispenser.
Challenges: Sidework had a great product, but the hospitality industry was skeptical of a truly universal drink dispenser. In third spaces like bars and cafés, automation technology is perceived as inherently impersonal, and Sidework needed to overcome that perception while building product awareness.
Solution: Mike built a brand that embraced a friendly, conversational voice alongside bright, bold colors. It allowed Sidework to feel joyful, refreshing, and accessible. It highlighted the benefits of automation while centering the people on both sides of the counter. As a result of the new look and voice, brand reach increased by 260% in 2024.
Role: Artistic Director / Marketing Manager
What Mike Did: Brand development, graphic design, copywriting, photography, signage, video production, and web design.
Industry: Performing Arts Venue, Entertainment
Old Town Improv Co. was a live comedy venue in the heart of San Diego’s Old Town district. It was was an upcoming theater, competing against more established institutions across the city.
Challenge: The area was saturated with restaurants and entertainment, and this new theater needed to attract both tourists who came to the area expecting thematic and family-friendly fun, as well as local residents and artists. Additionally, their primary source of revenue was a training program that was being overshadowed by other local theaters.
Solution: Mike created a brand identity that felt at home in a rustic, historical district while still maintaining a hip, edgy relevance that would appeal to younger audiences. The brand’s voice was edgy and cool, and ultimately led to explosive growth (750%+) in training program attendance over four years.
Role: Artistic Director / Designer
What Mike Did: Brand development, graphic design, digital renderings, package design, instructional design, and web design.
Industry: Aseptic Packaging / Beverage
Leahy-IFP was developing a reusable brace for their CombiBloc line of aseptic packaging products, and the company reached out to Mike to design the brand, website, and packaging concepts.
Other identities that Mike’s whipped up. ➡︎
His freelance work includes brand design, copywriting, video production, you name it. He’s danced across technology, construction, hospitality, and entertainment.
Mike knows how to build cool stuff, and he wants to do it with people who are passionate about what they do.
Take one last look at that ridiculous mustache.