Hi, I’m Mike,
a multidisciplinary brand & marketing strategist who loves creating work that resonates with people.
I’m a creative with over 16 years of design, copywriting, video, and storytelling expertise, and I want to use those skills to build and execute strategies alongside folks who are passionate about what they do.
I’m also an enthusiastic optimist that nerds out on things like national parks, pickleball, cycling, paludariums, and overly-complicated board games.
Some brands that I’ve developed.
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I’m a creative with over 16 years of design, copywriting, video, and storytelling expertise, and I want to use those skills to build and execute strategies alongside folks who are passionate about what they do.
I’m also an enthusiastic optimist that nerds out on things like national parks, pickleball, cycling, paludariums, and overly-complicated board games.
Some brands that I’ve developed.
⬇︎
Role: Senior Marketing Strategist
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: We built a brand that embraced a friendly, conversational voice alongside bright, bold colors. It allowed Sidework to feel joyful, refreshing, and accessible. We 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.
Provided Services: Complete overhaul of the website, development of all sales collateral, ads, and promotional materials. Production of video, photography, and multimedia content, as well as developing assets for Sidework’s partners, including AMC Theatres and Gregorys Coffee.
Role: Artistic Director / Marketing Manager
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: We 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.
Provided Services: I developed and executed the venue’s marketing and branding efforts, including signage, social media, promotional videos, and program design.
Other identities
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Other identities. ➡︎
Freelance work includes brand design, copywriting, video production, and other content development across technology, construction, hospitality, and entertainment.
Copywriting
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Copywriting ➡︎
