Information

Jordan Butcher's background is graphic design, but the work pulls from, and ends up in, places further out. He's well-read, well-traveled, and well-connected. He works under the moniker of Strange Practice, and the "studio" stays small on purpose. No bench of staff to justify, just the right collaborators hand-picked for each project. Clients tend to come back.

1. Design without strategy is just decoration

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. Trends are a trap

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. The goal, instead, for every project is timelessness.

3. Half-ass nothing

The minute details of a design are never frivolous, never arbitrary. 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. Transcend taste

Personal preference should never cloud judgement. Bear with this somewhat hot take, but some things are objectively good and objectively bad. When a design is crafted thoughtfully and thoroughly and communicates its goal efficiently, it becomes unassailable to individual preferences. Someone may not like it, but if all the criteria is met, they cannot argue it is not good.

5. Stories build worlds

Stories are the most powerful form of communication. They connect us, inspire us, and stick with us. In order to tap into this power, a story must above-all be authentic. People can easily sniff out the phony and contrived. The good news is everyone and every brand has an interesting story. Design can go beyond the obvious or expected and uncover what's most impactful.

6. Evolution over revolution

Throughout history, some of the most important "inventions" have simply been slight improvements to existing technologies. Likewise, in design, iteration can be more effective than starting from a clean slate. Brilliant new designs often preserve the language of what's come before. The difference lies in identifying what's no longer working and what can be improved, resulting in a design with longevity.

Naming and Positioning, Identity and Guidelines, Direction, Print, Book Design, Retail Packaging, Music Packaging, Apparel Graphics, Environments and Exhibitions, Events, Web and Social, Campaigns

Filson, Wrangler, REI, Stetson, Huckberry, Wythe New York, Ernesta, Tomo Group, Death Cab for Cutie, Grateful Dead, Chris Stapleton, Kings of Leon, Sunny Day Real Estate, Weyes Blood, Deafheaven, Explosions in the Sky, Botch, Jimmy Eat World, Sub Pop