Who we Are
Founded by brothers Kyle and Evan MacDonald, MIDS is a collective of product designers, brand strategists, and creative technologists who believe the best ideas are born at the intersection of form and function—and flourish when grounded in reality. We love texture, tension, and ideas with a little bite.
We’re inspired by the philosophy of designers like Bruno Munari, who taught us that form arises from understanding. Our process is grounded in this: deep understanding of the emotional, physical, and business utility of a product or brand.
What we believe
The best marketing is a product that works.
The future of commerce is soulful.
Good design makes better humans.
We’ve rebusinessed brands, led creative breakthroughs, and helped launch everything from LED lighting kits to scent diffusers that don’t need water. Let’s make something people want to keep.
Kyle MacDonald
Strategy, industrial design, manufacturing
I started my first brand when I was 18 in Bellingham, WA, and I’ve been building things ever since. Over the years, I’ve helped launch dozens of products and brands for scrappy startups, global companies, and everything in between. I teach Industrial Design and Manufacturing at the University of Utah, where I studied multi-disciplinary design with a focus on research and real-world impact.
As a student intern I designed and branded the Luminoodle product line, which ended up in the MoMA Design Store and helped lead to the company’s acquisition by Thrasio, where I would go on to build out their product development and brand innovation teams. In 2020 I was awarded a Good Design Award for Skullcandy’s Dime™ TWS earbuds.
Evan MacDonald
Brand identity, branded content, graphic design
I was the guy who designed album art, t-shirts and flyers for my punk/ska band back in the Y2K. I went on to work in branding and package design for the likes of Gatorade, Nike, Microsoft, Pepsi, Tatcha, and many more. Later I directed brand design and content for Freefly, a maker of professional camera movement systems and a pioneer in heavy-lift drone technologies. I’ve since led design and content projects for NBC Universal, LEGO Duplo, Panasonic, Dell, and countless startups.
My passion lies in telling the stories that surround great products through design, video and audio production, web experiences, traditional campaigns, the retail shelf, social, and any other way that tells it well. I live in Córdoba Argentina with my family (and still play in a punk band).