Jordan Versluis

03/20/2025

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.

02/02/2024

I've worn several graphic designer caps in my 20 years of amateur and professional experience. Long-time friends and followers may remember a time when album covers, posters, and t-shirt designs peppered my feed. It was only recently that I discovered my passion and proclivity for visual identity and logo design.

7 years ago I was first approached by to redesign their logo and visual identity. The Merchant Ale House has been a beloved staple to myself and countless others for over 20 years - this was not an opportunity to turn away. Together we crafted a comprehensive visual identity that honours the restaurant's history and tradition, and allows The Merchant Ale House the freedom to communicate their brand consistently, effectively, and reliably - to this day. More importantly, this project marks the first time someone took a chance on me - a moment I will never forget.

Since then, it has been my great pleasure to work with some of the best and most well-liked business in the Niagara Region. From restaurants and bars, to music and record stores; hair salons and aestheticians, to winemakers and therapists. I'm fortunate to have met some of the most kind, brilliant, and passionate individuals through my work. And my relationships with them have enriched my personal and professional life immeasurably.

I want to extend a sincere thank-you, with deep appreciation and gratitude, to everyone who has helped make this journey what it is today. I can't wait to see what's next.

Graphic design is my passion.

.books .electric.inc .design

02/20/2022

Garden City Essentials is an established and beloved shop specializing in thoughtfully curated eco-friendly products. There you'll find small batch beauty, wellness, and lifestyle goods, including soaps, skincare, candles, and more.

Together we created a comprehensive brand identity, with a mature and sophisticated aesthetic that reflects Garden City Essentials’ reputation and expertise in the natural care space.

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

Brand identity and graphic design for Garden City Essentials, beauty, wellness, and lifestyle shop in St. Catharines, Ontario.

09/23/2021

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

08/23/2020

Stamford Distribution is a distribution company in St. Catharines, offering reliable solutions to connect businesses with their suppliers all over Southern Ontario. Together we developed a logo that is functional and welcoming, sturdy and reliable, with a retro aesthetic that nods to the proprietor's old-soul outlook on and approach to life.

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

https://www.jordanversluis.net/stamford-distribution

02/11/2020

Trust Beer Bar is a craft beer bar coming to Downtown St. Catharines this spring. They will offer a vast collection of micro-brewed craft beers from around the world, and finely prepared foods to compliment them. Together we created a comprehensive brand design package that is well-suited to these purveyors of artisan goods, not without the bold character and artistic flare of those who brew them.

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

Logo design and brand development for Trust Beer Bar, craft beer bar in St. Catharines, Ontario.

11/11/2019

Someday Books is a brand new independent bookstore in Downtown St. Catharines. Last weekend they celebrated their grand opening. I worked with Elysia and Graham to help make Someday Books a reality.

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

Logo design and brand development for Someday Books, book store in St. Catharines, Ontario.

11/21/2018

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.

08/27/2018

Dresscode Apparel Co is a clothing shop coming to downtown St. Catharines. They will specialize in conscious Canadian ethical brands, to outfit ladies, men, and plus sizes. We worked together to design their brand, which is playful, free-spirited, and gender neutral, with a minimalist approach. The bird mark is composed entirely of shapes based on a letter 'D'.

08/09/2018

Branding for Open Window Weddings, a team of wedding videographers based in Niagara. The objective was to create a simple and versatile logo with an elegance akin to the weddings captured. The mark is a visual nod to both the name of the business and the service they provide.

04/05/2018

Last year I was given the opportunity to rebrand one of my favourite restaurants in St. Catharines, The Merchant Ale House. For a well-established business of their reputation, it was important for me to acknowledge the history of the restaurant, as well as emulate the enjoyable and welcoming experience had by many Niagara residents for nearly 20 years. It was particularly challenging creating multiple scaleable lock-ups suitable for use in spaces of a variety of shapes and sizes. Here is a look at some of the logo applications designed. I sincerely thank everyone at The Merchant Ale House; it was an honour to work with you.

06/17/2017

John Ryan's Excelsior Bottling was known for the manufacture of soda water and other carbonated beverages in the late 19th century. This pirate-themed t-shirt was designed commemorate the historically significant site in Savannah, Georgia.