Jordan Versluis

are a team of general contractors who pride themselves on client care and attention to detail. As a small business growing exponentially, their brand identity no longer communicated or reflected the businesses' values - to themselves or others. Owner Steve Ryan asked me to develop a new brand identity for Craftwood, one that would suit the business' growing stature, and remain a valuable tool for years to come.

The logomark is derived from a 6-point star-pattern screwdriver head, also known as Torx. It is reputed to offer greater precision, durability, and security than similar options. From this, 1 point or tine has been subtracted to create a C monogram from the enveloping shape.

The logotype is an incised serif typeface, whose rugged construction and elegant serifs compliment the logomark's simple and sturdy composition.

The result is a revitalized brand identity, with a professional and authoritative aesthetic that reflects its reputation in the general contracting space. Paired with a comprehensive and flexible design system, Craftwood General Contracting can feel confident that their brand identity can work as hard for them, as they do for their clients.

Katie Elizabeth Salon is a hair salon in Thorold, offering professional hairstyling services in a sophisticated and elegant environment. Having recently embarked on this solo journey, Katie needed a brand that would distinguish and identify her as an industry leader. Together we created a comprehensive brand design package that conveys Katie's professionalism, expertise, and infectious personality.

Have a gander at this project and more on my website.

https://www.jordanversluis.net/work/katie-elizabeth-salon

Trouble Coffee & Spirits is coming soon to downtown St. Catharines. An underground establishment, they will serve cocktails, coffee, wine, craft beer and food. I worked with Trouble to create branding with an aesthetic of rustic elegance and allure. The simple wordmark lends to its subtle charm, with accompanying unstructured elements to add a hint of playfulness. Follow for more information.