About

I’m Reed McDonald, a North Texas-based creative director, designer, and artist manager working across music, events, hospitality, and growing businesses. My work includes brand identity, merch, websites, release campaigns, marketing graphics, and the creative systems that keep everything working together. I bring both the creative perspective and the real-world experience of someone who has managed artists, booked hundreds of shows, operated venues, and built campaigns from the ground up.

I’ve spent my career working where design, music, marketing, and live events overlap.

Before launching Underdog Multimedia, I worked as a venue general manager and talent buyer, booking more than 400 shows and learning firsthand what actually gets people through the door. I later moved deeper into creative direction, merchandise, branding, digital marketing, and campaign development for artists, venues, festivals, restaurants, and growing businesses.

That experience shapes how I approach every project. I’m not interested in creating one disconnected logo, graphic, or website that looks good for a week. I look at how the entire brand works together across social media, merchandise, digital platforms, live events, print, and the customer experience.

Sometimes that means developing a complete visual identity. Sometimes it means cleaning up an existing brand, creating a stronger rollout, or building a repeatable system so the next launch does not have to start from scratch.

The goal is always the same: make the work feel intentional, professional, recognizable, and true to the people behind it.