YEAR
2026
ROLE
Brand Designer
UI Designer
SERVICES
Branding
Web Design
Marketing
About the project (who)
Jordan & Skala Engineers (JSE) is a national engineering firm founded in 1953. It designs the systems that make buildings work, across three areas: MEP (mechanical, electrical, plumbing), Sustainability, and Low Voltage. The refresh was for JSE’s own marketing team, who wanted a brand that looked modern, would last about a decade, and helped them win more clients.
About the project (why)
JSE’s brand felt like the 90s, and the logo didn’t scale. The bigger problem was that the brand played favorites. The old identity centered MEP, while Sustainability and Low Voltage had secondary colors (green and blue) that took over and made those teams feel like separate brands. Internally, those teams said they felt neglected. JSE wanted every discipline to feel like part of one firm while still having its own space.
About the project (What)
I was lead designer. Discovery and strategy were led by the creative director and project manager before I joined. From April I owned the visual identity: moodboards, concepts, pitch decks, logo, color, brand guidelines, patterns and assets. I then designed most of the 55+ page website, with the creative director helping on a few technical pieces. I also designed collateral (business cards, pamphlets, stamps, the JSE University logo) and art-directed our intern on social templates, a new hire booklet and motion work.
About the project (How)
The insight: The old logo had JSE’s letters spaced apart, which mirrored the problem. I merged them into one shape, and drew each letter as a pathway. The pathways became the basis for the whole system. Each discipline got its own pathway style, and the paths intertwine, which became the “Connected Systems” concept.
Decision 1, connect the letters: The client was torn between “JSE” and “J&S,” so we explored both. Connecting the letters in either case gave the “connected” story a visual form.
Decision 2, simplify the color: The client wanted to move from maroon to a brighter red that wasn’t too saturated. I researched reds and cut the palette to red, white and gray, with tints and shades as the secondary palette. That stopped any one discipline from owning its own color.
Decision 3, drop the serif: The client first wanted to stay close to their existing serif. Once I tested it in use, it made the logo look rigid and more like a law firm than an engineering firm, so we moved to a modern sans.
Constraint: About two months to build the full site and launch assets, so we merged phases 2 and 3.
About the project (How)
The brand and site launched September 21, 2026. In the 28 days from September 16 to October 13, the site had 6.1K visitors (+81.3% vs. the previous 28 days), 5.9K new visitors (+84.3%), and 1.1K search visitors (+12.7%). The Projects page had an 87.14% engagement rate and About had 88.45%. These numbers cover overall site traffic, not only the redesign, and the report shows no conversion data yet.
Jordan & Skala Engineers
OVERVIEW
YEAR
2026
ROLE
Brand Designer
UI Designer
SERVICES
Branding
Web Design
Marketing
About the project (who)
Jordan & Skala Engineers (JSE) is a national engineering firm founded in 1953. It designs the systems that make buildings work, across three areas: MEP (mechanical, electrical, plumbing), Sustainability, and Low Voltage. The refresh was for JSE’s own marketing team, who wanted a brand that looked modern, would last about a decade, and helped them win more clients.
About the project (why)
JSE’s brand felt like the 90s, and the logo didn’t scale. The bigger problem was that the brand played favorites. The old identity centered MEP, while Sustainability and Low Voltage had secondary colors (green and blue) that took over and made those teams feel like separate brands. Internally, those teams said they felt neglected. JSE wanted every discipline to feel like part of one firm while still having its own space.
About the project (What)
I was lead designer. Discovery and strategy were led by the creative director and project manager before I joined. From April I owned the visual identity: moodboards, concepts, pitch decks, logo, color, brand guidelines, patterns and assets. I then designed most of the 55+ page website, with the creative director helping on a few technical pieces. I also designed collateral (business cards, pamphlets, stamps, the JSE University logo) and art-directed our intern on social templates, a new hire booklet and motion work.
About the project (How)
The insight: The old logo had JSE’s letters spaced apart, which mirrored the problem. I merged them into one shape, and drew each letter as a pathway. The pathways became the basis for the whole system. Each discipline got its own pathway style, and the paths intertwine, which became the “Connected Systems” concept.
Decision 1, connect the letters: The client was torn between “JSE” and “J&S,” so we explored both. Connecting the letters in either case gave the “connected” story a visual form.
Decision 2, simplify the color: The client wanted to move from maroon to a brighter red that wasn’t too saturated. I researched reds and cut the palette to red, white and gray, with tints and shades as the secondary palette. That stopped any one discipline from owning its own color.
Decision 3, drop the serif: The client first wanted to stay close to their existing serif. Once I tested it in use, it made the logo look rigid and more like a law firm than an engineering firm, so we moved to a modern sans.
Constraint: About two months to build the full site and launch assets, so we merged phases 2 and 3.
About the project (How)
The brand and site launched September 21, 2026. In the 28 days from September 16 to October 13, the site had 6.1K visitors (+81.3% vs. the previous 28 days), 5.9K new visitors (+84.3%), and 1.1K search visitors (+12.7%). The Projects page had an 87.14% engagement rate and About had 88.45%. These numbers cover overall site traffic, not only the redesign, and the report shows no conversion data yet.
Jordan & Skala Engineers
OVERVIEW
YEAR
2026
ROLE
Brand Designer
UI Designer
SERVICES
Branding
Web Design
Marketing
About the project (who)
Jordan & Skala Engineers (JSE) is a national engineering firm founded in 1953. It designs the systems that make buildings work, across three areas: MEP (mechanical, electrical, plumbing), Sustainability, and Low Voltage. The refresh was for JSE’s own marketing team, who wanted a brand that looked modern, would last about a decade, and helped them win more clients.
About the project (why)
JSE’s brand felt like the 90s, and the logo didn’t scale. The bigger problem was that the brand played favorites. The old identity centered MEP, while Sustainability and Low Voltage had secondary colors (green and blue) that took over and made those teams feel like separate brands. Internally, those teams said they felt neglected. JSE wanted every discipline to feel like part of one firm while still having its own space.
About the project (What)
I was lead designer. Discovery and strategy were led by the creative director and project manager before I joined. From April I owned the visual identity: moodboards, concepts, pitch decks, logo, color, brand guidelines, patterns and assets. I then designed most of the 55+ page website, with the creative director helping on a few technical pieces. I also designed collateral (business cards, pamphlets, stamps, the JSE University logo) and art-directed our intern on social templates, a new hire booklet and motion work.
About the project (How)
The insight: The old logo had JSE’s letters spaced apart, which mirrored the problem. I merged them into one shape, and drew each letter as a pathway. The pathways became the basis for the whole system. Each discipline got its own pathway style, and the paths intertwine, which became the “Connected Systems” concept.
Decision 1, connect the letters: The client was torn between “JSE” and “J&S,” so we explored both. Connecting the letters in either case gave the “connected” story a visual form.
Decision 2, simplify the color: The client wanted to move from maroon to a brighter red that wasn’t too saturated. I researched reds and cut the palette to red, white and gray, with tints and shades as the secondary palette. That stopped any one discipline from owning its own color.
Decision 3, drop the serif: The client first wanted to stay close to their existing serif. Once I tested it in use, it made the logo look rigid and more like a law firm than an engineering firm, so we moved to a modern sans.
Constraint: About two months to build the full site and launch assets, so we merged phases 2 and 3.
About the project (How)
The brand and site launched September 21, 2026. In the 28 days from September 16 to October 13, the site had 6.1K visitors (+81.3% vs. the previous 28 days), 5.9K new visitors (+84.3%), and 1.1K search visitors (+12.7%). The Projects page had an 87.14% engagement rate and About had 88.45%. These numbers cover overall site traffic, not only the redesign, and the report shows no conversion data yet.