Strange Practice is Jordan Butcher. A cage-free graphic designer and art director. As of this writing, he is 0-2 at the Grammy Awards but has received recognition elsewhere, most notably, his local bait and tackle shop.

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 a strong vision, design can communicate clearly and effectively.

Of course, it’s beneficial to be aware of what’s popular. But... it’s critical to be wary of trends, most have an inevitably short shelf life. The goal, instead, for every project is timelessness.

The 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.

Nothing new here. Everyone knows stories are the most powerful form of communication. People can sniff out phony. The good news is everyone and every brand has a story. Design can go beyond the expected and uncover what’s most impactful.

Bear with this somewhat hot take, but some things are objectively good or bad. When thoughtful design and strategy are paired, they become unassailable to individual preferences.

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 the language of what’s come before.