Strange Practice is Jordan Butcher,
a cage-free 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 ever-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

All successful work has purpose and specific goal. Without establishing intent, we’re just pushing around pixels.

Half-ass nothing

Attention to detail is never frivolous. Every decision, no matter how minuscule, is in service of the grand idea.

Good brands build worlds

Stories are the most powerful form of communication, but they aren’t enough on their own. Told in the context of a detailed world, they can drive obsession.

Evolution over revolution

Iteration is more effective than starting new. Brilliant work preserves the language of what’s come before, and spins new threads. Before starting again, let’s see if it can be fixed.

Trusted by a broad 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