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      <image:title>INSIGHTS - Start with the customer, then work backwards. - Make it stand out</image:title>
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      <image:caption>In an image capturing her work, Erika Mahoney, a designer at J5, is seen immersed in a pay-what-you-can market, part of a project aimed at addressing food insecurity. Her presence in the market reflects J5's commitment to understanding user needs at a grassroots level. Erika's hands-on approach allowed her to engage directly with individuals, observing their interactions with the service while fostering an environment of dignity and kindness. Her work in this setting exemplifies J5’s human-centered design philosophy, ensuring that solutions not only meet practical needs but also respect the lived experiences of those they serve. Learn more here: https://www.cbc.ca/news/canada/calgary/pay-what-you-want-market-calgary-united-way-j5-1.6399074</image:caption>
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      <image:caption>In the above image, Sydney Johnson, Head of Design at J5, leads a working session with Indigenous youth, fostering collaboration and creativity as part of a transformational program led by the United Way of Calgary.  Sydney’s approach emphasizes deep listening and co-creation, ensuring that the voices of the youth are central to the design of solutions that truly reflect their needs and aspirations. This moment captures J5’s commitment to designing with empathy, supporting meaningful change in the community. Learn more about Planet Youth and donate here: https://calgaryunitedway.org/planet-youth/</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Co-Designing Strategy: Reducing risk of change. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow.</image:title>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow.</image:title>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow.</image:title>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow.</image:title>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Building the Workplaces of tomorrow. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2023-04-19</lastmod>
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      <image:title>INSIGHTS - The Power of Story - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2022-11-27</lastmod>
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      <image:title>INSIGHTS - How We Created Our J5 Design Principles - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - How We Created Our J5 Design Principles - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Kindness for competitive advantage. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Kindness for competitive advantage. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Kindness for competitive advantage. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Kindness for competitive advantage. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2022-11-22</lastmod>
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      <image:title>INSIGHTS - The importance of kindness in the non-profit sector. - Karen Young – CEO, United Way of Calgary and Area</image:title>
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      <image:title>INSIGHTS - The importance of kindness in the non-profit sector. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - The importance of kindness in the non-profit sector. - Make it stand out</image:title>
      <image:caption>Sydney Johnson facilitating a Planet Youth workshop with youth, for youth.</image:caption>
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      <image:title>INSIGHTS - The importance of kindness in the non-profit sector. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - The importance of kindness in the non-profit sector. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - The importance of kindness in the non-profit sector. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2022-11-16</lastmod>
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      <image:title>INSIGHTS - Great customer experiences start with kindness. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Great customer experiences start with kindness. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>INSIGHTS - Great customer experiences start with kindness. - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <lastmod>2022-11-16</lastmod>
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      <image:title>INSIGHTS - What happens in a J5 project? - Make it stand out</image:title>
      <image:caption>Managing Director, Kevin Drinkwater (left) and Founder &amp; CEO, John Vardalos (right)</image:caption>
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      <image:title>INSIGHTS - What happens in a J5 project?</image:title>
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      <image:title>INSIGHTS - What happens in a J5 project?</image:title>
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      <image:title>INSIGHTS - What happens in a J5 project?</image:title>
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      <image:title>INSIGHTS - What happens in a J5 project?</image:title>
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      <image:title>INSIGHTS - What happens in a J5 project?</image:title>
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      <video:thumbnail_loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/629520c4-ece4-4891-b8ed-ffe58d5aa8d4/Screen+Shot+2022-09-20+at+10.18.59+PM.jpg</video:thumbnail_loc>
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    <image:image>
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    <image:image>
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    </image:image>
    <image:image>
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    </image:image>
    <image:image>
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    </image:image>
    <image:image>
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    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/e63a21dc-b70e-4b58-8c57-c5c239923991/imgg-demo-ewtBxNR1.png</image:loc>
    </image:image>
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    </image:image>
    <image:image>
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    </image:image>
    <image:image>
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    </image:image>
    <image:image>
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    </image:image>
    <image:image>
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    <image:image>
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    <image:image>
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    </image:image>
    <image:image>
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    </image:image>
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    </image:image>
    <image:image>
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    <image:image>
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    <image:image>
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    <image:image>
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    </image:image>
    <image:image>
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    <image:image>
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    <image:image>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/da29cbfc-f441-4089-ade9-f68d30327cdc/R6T_9517-2.jpg</image:loc>
      <image:title>Home Page V2 - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/73bf6812-2b1a-4539-a066-d336ad6fd8df/J5.jpg</image:loc>
      <image:title>Home Page V2 - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://www.jfive.com/work/covenant</loc>
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      <image:title>WORK - Covenant Health</image:title>
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      <image:title>WORK - Covenant Health</image:title>
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    </image:image>
    <image:image>
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    <lastmod>2026-06-25</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Silvera for Seniors</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Silvera for Seniors</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/be45883c-2546-4ea3-a964-1dc251cdddad/getty-images-3_SfGfLl3Yo-unsplash.jpg</image:loc>
    </image:image>
    <image:image>
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    </image:image>
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    <loc>https://www.jfive.com/work/ghc</loc>
    <changefreq>monthly</changefreq>
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    <lastmod>2026-06-25</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Gordie Howe CARES Foundation</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Gordie Howe CARES Foundation</image:title>
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    <image:image>
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    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/0bb2934b-4503-44c2-8bd1-4489f7b032e3/John_Cutout.png</image:loc>
    </image:image>
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    <loc>https://www.jfive.com/work/calgary-international-airport</loc>
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    <priority>0.5</priority>
    <lastmod>2026-06-25</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Calgary International Airport</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Calgary International Airport</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/b6f7c264-2344-41f9-8532-731fc6ffc191/List+Icons_Set+A-01.png</image:loc>
      <image:title>WORK - Calgary International Airport</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618511387030-5LI1E5QMVTQ2RY9S00A4/20140228_Trade+151_0046+1.jpg</image:loc>
      <image:title>WORK - Calgary International Airport</image:title>
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    <image:image>
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      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
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      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
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      <image:title>Work V2 - Covenant</image:title>
      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
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      <video:title>Work V2 - Covenant</video:title>
      <video:description>Work V2 - Covenant</video:description>
    </video:video>
  </url>
  <url>
    <loc>https://www.jfive.com/portfolio-page/sehealth</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-06-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/7abe7cb6-a38d-466b-bd4c-7f0cb14ac241/Screenshot+2026-05-30+at+9.24.55%E2%80%AFPM.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/9cea50f6-a60a-427f-9466-f64a688f8dc1/Screenshot+2026-05-30+at+9.48.52%E2%80%AFPM.png</image:loc>
      <image:title>Work V2 - SE Health</image:title>
      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
    </image:image>
    <video:video>
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      <video:thumbnail_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/thumbnail</video:thumbnail_loc>
      <video:title>Work V2 - SE Health</video:title>
      <video:description>Work V2 - SE Health</video:description>
    </video:video>
  </url>
  <url>
    <loc>https://www.jfive.com/portfolio-page/cumming</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-06-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/7abe7cb6-a38d-466b-bd4c-7f0cb14ac241/Screenshot+2026-05-30+at+9.24.55%E2%80%AFPM.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/9cea50f6-a60a-427f-9466-f64a688f8dc1/Screenshot+2026-05-30+at+9.48.52%E2%80%AFPM.png</image:loc>
      <image:title>Work V2 - Cumming School Medicine</image:title>
      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
    </image:image>
    <video:video>
      <video:content_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/playlist.m3u8</video:content_loc>
      <video:thumbnail_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/thumbnail</video:thumbnail_loc>
      <video:title>Work V2 - Cumming School Medicine</video:title>
      <video:description>Work V2 - Cumming School Medicine</video:description>
    </video:video>
  </url>
  <url>
    <loc>https://www.jfive.com/portfolio-page/sauna-builder</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-06-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/7abe7cb6-a38d-466b-bd4c-7f0cb14ac241/Screenshot+2026-05-30+at+9.24.55%E2%80%AFPM.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/9cea50f6-a60a-427f-9466-f64a688f8dc1/Screenshot+2026-05-30+at+9.48.52%E2%80%AFPM.png</image:loc>
      <image:title>Work V2 - Saunabuilder</image:title>
      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
    </image:image>
    <video:video>
      <video:content_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/playlist.m3u8</video:content_loc>
      <video:thumbnail_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/thumbnail</video:thumbnail_loc>
      <video:title>Work V2 - Saunabuilder</video:title>
      <video:description>Work V2 - Saunabuilder</video:description>
    </video:video>
  </url>
  <url>
    <loc>https://www.jfive.com/portfolio-page/pca</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-06-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/7abe7cb6-a38d-466b-bd4c-7f0cb14ac241/Screenshot+2026-05-30+at+9.24.55%E2%80%AFPM.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/9cea50f6-a60a-427f-9466-f64a688f8dc1/Screenshot+2026-05-30+at+9.48.52%E2%80%AFPM.png</image:loc>
      <image:title>Work V2 - Primary Care AB</image:title>
      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
    </image:image>
    <video:video>
      <video:content_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/playlist.m3u8</video:content_loc>
      <video:thumbnail_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/thumbnail</video:thumbnail_loc>
      <video:title>Work V2 - Primary Care AB</video:title>
      <video:description>Work V2 - Primary Care AB</video:description>
    </video:video>
  </url>
  <url>
    <loc>https://www.jfive.com/portfolio-page/ghc</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2026-06-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/7abe7cb6-a38d-466b-bd4c-7f0cb14ac241/Screenshot+2026-05-30+at+9.24.55%E2%80%AFPM.png</image:loc>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/6327d5e454e8bd04d14f1a98/9cea50f6-a60a-427f-9466-f64a688f8dc1/Screenshot+2026-05-30+at+9.48.52%E2%80%AFPM.png</image:loc>
      <image:title>Work V2 - Gordie Howe CARES</image:title>
      <image:caption>This image illustrates the complexity of designing an airport experience that works for everyone. It depicts a diverse range of passengers navigating the airport, including people with mobility challenges, families with young children, older adults, individuals with sensory sensitivities, travelers with luggage, and those requiring language or wayfinding support.</image:caption>
    </image:image>
    <video:video>
      <video:content_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/playlist.m3u8</video:content_loc>
      <video:thumbnail_loc>https://video.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/14466813-5cf1-4071-a6fe-f625b99a47eb/thumbnail</video:thumbnail_loc>
      <video:title>Work V2 - Gordie Howe CARES</video:title>
      <video:description>Work V2 - Gordie Howe CARES</video:description>
    </video:video>
  </url>
</urlset>

