The Challenge

Jordan & Dani are a photography and directing duo who’ve helped a wide range of mission-driven, adventure-inspired clients like Nike, REI, Subaru, Rivian, and Lululemon tell their stories. They approached us for a rebranding, with the goal of elevating their previous handwritten mark to one that was bolder and more professional, but still retained their adventurous spirit.

Our Solution

Five Acres collaborated with Jordan and Dani Lutes (the powerhouse duo behind Jordan & Dani) to create a new identity, brand guide, and series of applications across merchandise, print and digital media. We strove to create a flexible, modern identity system that elevated their brand while not overpowering their work, instead keeping their images and video the focus.

Crafting an adventure-inspired identity

Jordan & Dani’s new identity system channels the sports- and outdoors-focused work they’re known for with a bold, adventurous-yet-refined logo and colors inspired by time spent exploring.

Jordan & Dani wanted an identity that could serve dual purposes: first, as an expression of their work and vibe (with clients including outdoorsy brands like REI); and second, as a means for bridging the gap to clients in other areas who might not be as familiar with them. We leaned into crafting a type-based identity system that, while bold and attention-grabbing on its own, can let their work shine through when used together with images or video. A funky, distinctive ampersand brings a bit more warmth to the full wordmark, plus serves as an icon that can stand on its own.

Extending the brand with merchandise, print, and digital touchpoints

Business cards, stationery, and a redesigned website bring consistency to all client interactions, from first meeting to final delivery—while a few merch items and a takeaway portfolio book bring a little delight.

Since their portfolio is so important in bringing in client work and showcasing what Jordan & Dani can do, we wanted to make sure their portfolio book and website led the way with strong visuals and a focus on their imagery. Invoices, letters, envelopes, business cards, and all of the bits of running a business provide a chance for the identity system to shine. And since small reminders can make a big difference, we even created a few fun merch items for previous clients.

Next: FleetPride 2023 Event Branding

We partnered with event production company, GoGather, to establish high-impact event branding for the FleetPride annual sales conference in Dallas, TX.

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