A cage-free creative studio making highly refined work for brands of all sizes and artists connected to subculture

Jordan Butcher is the only constant with Strange Practice. He is a seasoned multi-hyphenate. Far from just a jack-of-all-trades, he’s shaped creative landscapes across industries. He moves seamlessly between supplementing in-house teams and leading large-scale projects, pulling from an extensive network of collaborators.

He got his start as a teenager in West Virginia, designing artwork for local hardcore bands. By twenty, he had relocated to Seattle, where he spent over a decade working in-house and within agency systems. Now based in the Hudson Highlands, just north of New York City. He is well-read, well-traveled, and well-connected. No matter the client — artist, institution, or corporation — he applies his deep-rooted Appalachian work ethic with acclaimed results.

1. The most successful projects are driven by purpose, strategy, and specific goals. Without establishing intent, we’re just pushing around pixels. On the other hand, when driven by a strong vision, design communicates that vision clearly and effectively.
   
2. Of course, it’s beneficial to be aware of what’s popular and resonating with lots of people. But it’s critical to be wary of trends, many of which will have an inevitably short shelf life.
3. The small details are never frivolous. All decisions, no matter how minuscule are all in service of better communicating the core idea. It may seem counterintuitive, but sometimes you need to look into a microscope to see the bigger picture.
4. Personal preference should never cloud judgement. Bear with this somewhat controversial take, but some things are objectively good and objectively bad. When work is made thoughtfully, thoroughly, and communicates its goal efficiently, it becomes unassailable to individual preferences.
5. Throughout history, some of the most important progress has simply been slight improvements to existing technologies. Likewise, in design, iteration can be more effective than starting from a clean slate. Good work often expands on what exists and preserve the language of what’s come before.