Craig McFarlane
Brand Manager
Brand manager working remotely and on-site for local and international clients. Working under the pseudonym Orwell McGubbins.
People hire me because…
I see what they’re trying to achieve and create a strategy to deliver it. I create the strategies and designs that suit their brand and connect with their audience.
I’m a branding designer at heart, so I know how to make your brand radiate the feels that your audience relate too. And I make sure everything we create, from your marketing headlines to the photos we shoot, are on brand, because that’s how we build trust with the people in your community.
I’ve managed creative teams for years, so when we hire a team, we get the best from them. I communicate with them on their level, so you get the creativity you need to help you succeed.
I enjoy life, so I only choose projects I believe in with people I like. So if we’re working together, I actually give a shit about you succeeding. That’s pretty handy when you’re trying to hit big goals.
Skills
- Brand strategy and design
- Creative direction
- Marketing Strategy
- Project management
- Photography and videography direction
- Adobe Suite – InDesign, Illustrator, Photoshop, After Effects
- Copy writing and editing
Languages
- English, native
- German, conversational
Additional
2020 - present
Charity Board Member
Stepping Stones for Families
2015 - 2019
Brand Masterclasses
Young Enterprise Scotland's
Company Programme
2015 - 2018
Guest Lecturer
Strathclyde University
Glasgow Caledonia University
City of Glasgow College
Education
2012
HND 3D Design
Contact
Experience
2020 - Present
Brand Manager
Freelance
- Grew Scottish Engineering’s membership and revenue by £250k through the pandemic
- Delivered a global strategy for Médecins Sans Frontières that gave the best attended SciDays London ever
- Created an accessible brand for deafscotland
2018 - 2020
Operations Director
Taylor Nisbet
- Tripled yearly turnover in less than 18 months
- Quadrupled the price of the average project
- Delivered first six figure turnover
- Doubled the size of the team
- Grew business from a Glasgow focus to UK wide
2018 - 2020
Marketing Volunteer
2050 Climate Group
- Designed marketing focusing on email and digital comms
- Made the brand more accessible Developed the tone of voice, making more accessible to the 2050’s supporters
- As part of the Young Leaders team, I created new events and comms channels to enable Young Leader’s Development Programme alumni could continue to engage with 2050 and work for a low carbon future
2015 - 2018
Creative Lead
Infinity Potato
- Led a collective of freelance designers photographers and social media marketers delivering branding, designs and marketing for third sector clients
- Secured the future of MSF’s global innovation fund with more applicants than all previous rounds combined
- Launched Scotland’s first two-year professional acting qualification with 600% more applications than places
- Brand strategy, marketing, photo and video shoot direction, project management
2013 - 2015
Graphic Designer
The Publishing Bureau
- Lead designer of a team of designers and writers
- Delivered print and email campaigns within set corporate styles
- Focus on national and international charities
- Rolled out Alzheimer Scotland re-brand across their print materials
2011 - 2013
In-house Designer
The Grand Central Hotel Glasgow
- Created marketing and designs for the Champaign Bar and hotel events spaces
- Worked with drinks brands like Moët & Chandon, Veuve Clicquot and Krug
- Standardised marketing and created branded templates for the team to use
