My name is Jared Lueck. I'm a creative problem solver.

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JML / Jared Lueck

Leave amarkthat lasts.

JML is a one-person studio for branding, content and websites. Type-first, built in Adobe, and shaped by a world of street art and hip-hop culture.

JML / MARK RGB 216 156 41
Branding / identity systems Content / posters + social Websites / design + build Move your cursor. Light the wall.

Selected
work.

Case studies, one wall at a time. The brand behind this site first, then the work it's made for.

01 Branding / Identity / Motion / 2023
Black spray can wrapped in the JML pattern with gold bands and a framed white monogram, on an orange JML pattern backdrop
Spray can / pattern wrap / drag to spin
The mark in motion / logo animation

Off the
screen.

About Jared

I'm a creative problem solver using Adobe products and my strengths in typography to increase the success of brands. My style comes from a world of street art and hip-hop culture, and I design to leave a mark that lasts, on the street, on the screen, and on every brand I touch.

Street art

Walls, tags and wheat-paste. Bold shapes that read from across the street.

Hip-hop

Cover art, posters and attitude. Confidence you can feel in a layout.

Type

The strongest tool in the kit. Most of the design happens in the letters.

TrustworthyAmbitiousThoughtfulPeacefulRisk takerDependable
Start a project

Let's put your
name on the wall.

(651) 434-8978
All work
02 / Brand + Website

Strongman
Window Cleaning.

A 2026 brand refresh and custom website for an owner-operated window cleaning crew in Woodbury, Minnesota. One system runs from the logo to yard signs, door hangers and a hand-built site that replaced their Wix template, so the crew looks the same everywhere a homeowner sees them.

Client
Strongman Window Cleaning
Location
Woodbury, MN / East Metro
Scope
Logo refresh, signage, door hangers, web design + build, domain + hosting
Stack
HTML, CSS, JavaScript, Netlify + Netlify Forms
Year
2026
Chapter 01

The brand.

Logo system

A mark that works as hard as the crew.

A window cleaner mid-squeegee in front of a crimson shield, with the window frame built into the crest. It comes as a stacked lockup, a horizontal lockup, a standalone mark and one-color versions, so it holds up on dark backgrounds, in single-color print and at small sizes. Try it on each background.

Strongman Window Cleaning stacked logo Stacked / full color
Refresh

Before and after.

The old mark was Strong Man Services: a flexed arm holding a squeegee, in black only. The 2026 identity says exactly what the company does, swaps the arm for a full illustrated window cleaner with the window built into the shield, and adds a crimson and gold color system to carry across everything else.

BeforeOriginal Strong Man Services logo: a black flexed arm holding a squeegee next to the words Strong Man Services
20262026 Strongman Window Cleaning horizontal logo in full color
Two stacked Strongman bucket hats: a white hat with the full stacked logo on top of a gold hat with the shield mark alone
MerchBucket hats. The full lockup on white, the mark on its own on gold.
Campaign lineGot dirty windows?
Chapter 02

In the neighborhood.

Yard signs

Built to read from a moving car.

Two messages for two moments. "Got dirty windows?" goes up before the job to start the conversation. "Windows cleaned" goes up after, so the whole street sees the finished work. Huge condensed type, one call to action, and the URL in a band at the bottom.

Gold and white yard sign: Strongman logo, 'Premium Window Cleaning, Get a FREE Quote Today', 'GOT DIRTY WINDOWS?' and strongmanwc.com
Before the job
Gold and white yard sign: Strongman logo, 'WINDOWS CLEANED' with a crimson checkbox, and strongmanwc.com
After the job
Door hanger

Front: the hook.
Back: the reasons.

A real job photo and "Got dirty windows?" on the front. The back lists four reasons to call, the phone number and a QR code to the quote form. Tap the hanger to flip it.

Chapter 03

The website.

Strongman homepage hero: 'Crystal-clear windows. Zero hassle.' over a photo of a crew member on a ladder cleaning second-story windows
The brief

Clean glass is
the easy part.

Strongman had a template site that looked like every other window cleaner in the Twin Cities. Prices were hard to compare, so the site had to prove why this crew is worth calling: what's included, how they work, and what happens if something gets missed.

The goal was simple. More free-quote requests from homeowners in Woodbury and the east metro, with a site the owner actually owns, on his own domain.

The full build

Every section,
top to bottom.

0%
Full-length Strongman homepage: hero, included services, four-step cleaning process, Clear View Promise, about the crew, reviews and the quote form

Scroll inside the window, or hit auto-scroll.

Key moves
'The whole window. Not just the glass.' section listing nine included services with crimson shield icons

Sell the whole service

Nine line items, from screens and tracks to shoe covers and a final walkthrough, branded as the Strongman Signature Experience. It turns a commodity job into a clear list of what you get.

Dark 'Four passes on every pane' section with a crew photo and four numbered steps: wet the glass, scrub, squeegee, detail

Show the process

"Four passes on every pane." A dark section with a real crew photo and the four steps in order. It explains why the glass stays clean longer.

Crimson Clear View Promise band with the Strongman shield badge and a Book Your Clean button

Put the guarantee up front

The Clear View Promise gets its own crimson band and its own name. Anything missed within 7 days gets fixed free, and that removes the risk of calling a new company.

Quote section: 'Ready for crystal-clear windows?' with phone number and a form with property type and service chips

Make the quote one step

A short form with tap-to-select service chips, sent straight to the owner through Netlify Forms. Visitors who'd rather talk get the call-or-text number right beside it.

Mobile

Built for
thumbs.

Most homeowners find a window cleaner on their phone. The layout stacks cleanly, the headline stays huge, and a sticky Call Now / Free Quote bar stays on screen the whole way down.

Strongman homepage on a phone: stacked headline, quote buttons and the sticky call bar
Process section on a phone with a crew photo
Quote form on a phone
System

Crimson, gold
and glass.

Crimson comes from the Strongman shield. Gold is for the punch lines. Cool glass greys keep it light, like a freshly cleaned window.

Archivo ExpandedHeadlines
Public SansBody
Newsreader ItalicReviews
'Woodbury's window cleaners' about section with a photo of the two-person crew in yellow shirts
'What homeowners say' section with two five-star reviews
All work
03 / Brand + Apparel / Capstone 2023

Empres Clothing Co.

My capstone brand: a streetwear label built for the skate park and the cypher. A hard-edged E that doubles as a lightning bolt, a hand-drawn tag with real handstyle, and one loud green you can spot from across the lot.

Brand
Empres Clothing Co. (capstone project)
Scope
Logo system, hand-drawn tag, apparel, hang tags, packaging, campaign, social, store website + app concept
Tools
Illustrator, Photoshop
Year
2023
The brief

"Create successful branding representing a lifestyle brand, a brand that stands behind true stories, cleaned up but feels urban."

Audience

18 to 35. Streetwear and hip-hop heads, and anyone into graffiti style or culture.

Deliverables

A mark the brand can rep for years, clothing designs, tags and an online shop.

Palette

#000000 / #FFFFFF / #39B339

Type

New Hero Bold + New Hero Regular

Sketchbook page full of pencil Empres logo explorations: block letters, 3D extruded type, script tags and early versions of the E mark
Process

Started
in pencil.

Block letters, extruded 3D type, script tags and a dozen small marks, all on one page. The zig-zag E came out of the block letters, and the tag came out of the script. Both made it into the final system.

The mark

Part E,
part bolt.

The E is cut from one zig-zag stroke, so it works on its own on a hang tag, a cap or a woven neck label. In the wordmark it leads straight into "mpres," and the bar underneath carries the Clothing co. line. Two colors, no gradients, nothing to lose in a screen print.

Empres stacked logo, green on blackEmpres stacked logo, black on green
Empres Clothing co. wordmark, green on blackEmpres Clothing co. wordmark, black on green
The tag

Every crew
needs a handstyle.

Drawn by hand, then kept rough on purpose. The tag is the brand's signature and the loosest thing in the system, so it sits next to the hard-edged mark without competing. It shows up where you least expect it, like the gusset of the shopping bag.

Hand-drawn Empres tag in a loose, graffiti-style script
Apparel

Pick your
fit.

Two colorways, two print placements. A small chest hit for every day, a full-front wordmark for when you want the whole park to know. Build one below.

Black Empres tee with the full green wordmark across the chest
Colorway
Print
Folded green Empres tee with a black woven neck label and a black hang tag with the green stacked logo
Woven label + hang tag
Campaign

Empres
yourself.

The campaign line turns the name into a verb. One-handed freeze by the river, branded cap and hoodie, headline split around the kick. Shot in black and white, then graded green so the whole frame wears the brand. Drag to see the grade.

Black and white campaign photo: a breakdancer in an Empres hoodie holds a one-handed freeze, with the headline EMPRES YOURSELF.Raw
The same campaign photo graded in Empres greenGraded
Lookbook photo: bearded man on graffiti-covered metal stairs in a black hoodie with the green Empres wordmark and a grey cap with the E mark
Lookbook
Two kraft paper Empres shopping bags with the black wordmark; the gussets are printed with a repeating EMPRES pattern and the hand-drawn tag
Packaging
Social

Drive them
to the drop.

Launch kit for Drop 01, one story and two feed posts. Black-and-white skate photos, a hard green slab and the tag slapped across it, so the ad looks like it came from the same wall as the brand. One job each: get them to the site.

Three Empres launch ads: a story ad in a phone with a skater mid-kickflip over a green panel reading Empres yourself, a sponsored feed post for the $38 Box Logo Tee, and a Street tested campaign post
Story / Feed / Campaign
Storefront concept

The shop,
on every screen.

A full storefront and shop app to sell the drops. Black-and-white skate photography against the brand green, a headline that splits "your" into an outline, the hand-drawn tag slapped across the hero, and hard-edged product cards with quick add. On the phone the nav steps down to the stacked mark so it still hits.

Empres storefront homepage concept in a browser window with the matching mobile home screen beside it: green panel with EMPRES YOURSELF. headline next to a black and white fisheye skate photo
The full Empres homepage laid out in three angled strips on green: hero, new arrivals, Street Tested campaign banner, story, featured tee, newsletter and footer
Three phones showing the Empres shop app: product page for the green Box Logo Tee, the home screen, and the bag with checkout
Sticker slap

Put it on
the deck.

Every skate brand lives on stickers. Tap the grip tape to slap one down, drag them around, and peel them off when you're done.

Tap to slap