A parody brand brought to life
I helped in developing Jointman’s visual identity and packaging for Teleology brands. The basis for the Jointman brand, explained to me by their CEO, Andrew Taranski, was to create a sort of parody product from another universe. My interpretation of this goal was inspired by the products that one might find in the background of television shows such as the Simpsons, or that channels the spirit of MAD Magazine. The packaging designs feature exaggerated and reimagined elements of urban culture and sneakerhead nostalgia while creating a humorous and distinctive identity that feels both referential and original. By leaning into humor and parody, it pokes at The Jordan Brand’s design-cues while clearly distinguishing itself with a playful approach in a non-related product category. This project has become Teleogy’s most successful product-line since its initial launch.
Problem Statement:
Project Roles:
Creative Direction
Production Lead
Marketing Manager
Analytics Manager
Product Strategist
Product Manager
Logo + Treatments
Advertising Design
Market Researcher
Deliverables:
3D Die + Tooling
Custom TPU Insert
Labels / Stickers
Stock Images
Custom Metal Tin
Mylar Packaging
Marketing Materials
Advertisements
Logos + Treatments
Programs/Apps:
Goals and Objective:
Analysis/Development:
Solution/Strategy:
Did you know the Jordan brand's logo was based on a photo?
In preparation for the 1984 Olympic Games, Michael Jordan was included in a photoshoot for LIFE Magazine. In that photograph, before his globe-shifting Nike deal, Michael Jordan was directed by the photographer, Co Rentmeester, to jump like a ballet dancer, creating his iconic “jumpman” pose. There is just one catch to this fairytale story…. Michael was wearing New Balance basketball shoes.
After the image hit newsstands, Nike paid the original photographer $150 for two transparencies of the photo. Nike then nearly replicated the photograph into the image that would be used as the Jordan brand's logo for over 40 years. The logo in question showcased a man jumping in a strikingly similar position as the photographs supplied to Nike. Despite this obvious influence, the original photographer's right to the image use was discredited in court. However, Nike did agree to pay him a measly settlement of $15,000. The Jordan brand, the logo, and related assets are valued at over $7 billion dollars as of the year 2025.
Execution:
Multi-Layer Design Process
1
See-Thru Base
2
White Ink
3
CMYK 4-Color
4
Matte Layer
5
UV Gloss Spot
Tap To Expand
Challenges and Resolutions:
Results/Impact:
"Blake's dedication to his craft and passion for design made him an invaluable contributor to our brands recognition and success"
Andrew Taranski
CEO of MindRight
1.5M
Sales Min.
Per Quarter
60+
Retailers
> 6 Months
Customize
30+
Unique SKUs
/ PKG Designs
Customize
Detroit
Best Seller
Customize
