Strange Practice is Jordan Butcher, a cage-free creative director, art director, and designer
Though he is mostly known for working with brands and bands, he’s a Swiss army knife, a workhorse — one step beyond a jack-of-all-trades. He’s capable of independently tackling large projects or supplementing in-house teams. He has a love for remaking heritage brands, and building new ones. In music packaging, he’s known for his austere, textural images paired with clean, modern typography. As of this writing, he's 0-2 at the Grammy Awards, but has received recognition elsewhere, most notably, his local fly fishing shop.
An expanding list of capabilities
Brand
Brand Audits
Brand Guidelines
Brand Positioning
Identity Design
Naming
Direction
Creative Direction
Art Direction
Consulting
Illustration Sourcing
Photography Sourcing
Design
Books
Digital
Posters
Retail Packaging
Signage
Music Industry
Album Packaging
Boxsets
Merchandise
Stage Design
Tour Graphics
Four ideas drive Jordan’s work
Strategy first
The most successful projects have purpose and specific goals. Without establishing intent, we’re just pushing around pixels. On the other hand, when backed by vision, design communicates clearly and effectively.
Half-ass nothing
Details are never frivolous, never arbitrary. All decisions, no matter how minuscule are all in service of the idea. It may seem counterintuitive, but sometimes you need to look into a microscope to see the bigger picture.
Good brands build worlds
Everyone knows stories are the most powerful form of communication, but for brands they fall short on their own. But good stories told in the context of a detailed world? They can drive obsession.
Evolution over revolution
Some of the most important advances have been improvements to existing technology. Likewise, in design, iteration can be more effective than starting over. Brilliant work often preserves what’s come before.
Trusted by a diverse set of clientele
Musical artists
Anberlin
Backstreet Boys
Brand New
Caspian
Cataldo
City and Colour
Deafheaven
Death Cab for Cutie
Deep Sea Diver
GY!BE
Jen Wood
Jeremy Enigk
JMSN
mewithoutYou
Minus The Bear
Noah Gundersen
Punch Brothers
Rosetta
Sainthood Reps
Shiner
Silverstein
The Sight Below
Chris Stapleton
St. VIncent
Souvenirs
Sunny Day Real Estate
This Will Destroy You
Thrice
Thursday
Underoath
Washed Out
Weyes Blood