The best metal shop in America. Located in Jasper Indiana — a region known as America’s other furniture capital — Versteel is part of a historic community of furniture makers. Inspired by Versteel’s 40 years of furniture manufacturing, Thirst, led by Rick Valicenti and Nick Adam, designed a comprehensive identity system that expresses a spirit of machined, well-built, and limitless potential.
In conjunction with the Versteel visual identity system, Thirst designed a photographic point-of-view, two NeoCon books, their Merchandise Mart showroom, a custom typeface, and engineered the partnership between Versteel and the internationally-acclaimed designer and Indiana resident Jonathan Nesci.
This work was designed in partnership with John Rouse at Perception a market research practice, and with JoChicago a market relations studio.
Client
Versteel
Studio
Thirst
Team
Rick Valicenti, Image Direction + Design Direction
Nick Adam, Design Direction, Design, Type Design, Motion Graphics
Anna Mort, Graphic Design, Producer and Stylist, Motion Graphics
Zach Minnich, 3D Rendering, Motion Graphics
Partnerships
Jonathan Allen — Photography
John Rouse — Market Research
JoChicago — Market Relations
Bill Cornman, Classic Color — Photo Retouching
Graphic Arts Studio — Printing
Artistry Engraving — Engraving
Partnerships
Metropolis Magazine, NeoCon Must See Showroom
Society of Typographic Arts, STA100

Image direction and 3D renderings by Thirst

advertisements in Contract, Interior Design, Metropolis magazines

a custom typeface (Jasper) was drawn based on mechanics within the Versteel signature

84 pages offset printed 5/5 with Graphic Arts Studio

NeoCon party invite engraved and embossing by Artistry

detail of the 8' corian panels in the Chicago showroom

corian panels and chair wall designed by Thirst

Social media assets 

brochure grid system was built from the letter-size aspect ratio

brochure grid system was built from the letter-size aspect ratio

From the design process

Bart Crosby, legendary Chicago designer, AIGA Medalist, and friend of Thirst details Nick’s bespoke type

failure, failure, failure, failure, failure, failure, finally

charging icon for device-enabled tables

the nine cuts of Jasper were drawn inspired by A.M. Cassandre’s Bifur often used for Jean Prouvé

a designer is only as good as their printer — Rick and Nick on press with Steve of Graphic Arts Studio

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