Versteel

Identity Design, Image Direction, Ad Campaign, Custom Type, Book Design, Environmental Graphics, Motion Graphics, Graphics Standards Manual, Product Development, Social Assets

Credits
Studio: Thirst
Client: Versteel
Design
Image Direction: Rick Valicenti
Graphic Design: Nick Adam
Producer and Stylist: Anna Mort
Motion Graphics: Anna Mort, Nick Adam, Zach Minnich
Type Design: Nick Adam
3D Rendering: Zach Minnich
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.

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

Credits
Studio: Thirst
Client: Versteel
Design
Image Direction: Rick Valicenti
Design Direction: Rick Valicenti + Nick Adam
Graphic Design: Nick Adam
Producer and Stylist: Anna Mort
Motion Graphics: Anna Mort, Nick Adam, Zach Minnich
Type Design: Nick Adam
3D Rendering: Zach Minnich
Partnerships
Market Research: John Rouse, Perception
Market Relations: JoChicago
Photography: Jonathan Allen
Photo Retouching: Bill Cornman, Classic Color
Printing: Graphic Arts Studio
Engraving: Artistry Engraving
Recognition
Market Research: John Rouse
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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