Thirst | Communication Design Practice

SoNu Branding

SoNu Digs is Chicago’s first micro-unit building. Efficient living at SoNu means everything is within arms reach. Bud Rodecker led the Thirst team to create an identity that takes inspiration from the building's architecture and the 1927 type sample of Fregio Mecano. The type is built from modular units allowing it to expand and contract into tight spaces. It comes in three heights, Tall, Regular, and Short. Each height nests together to build a wall of typography.

Thirst also designed the graphic identity for Pizzeria Bebu, located in the SoNu storefront.

Awards: STA 100 2016

Photo by Dave Burk Photography

The modular typeface comes in three height variations, and is set using a custom programmed indesign script. Users are able to select the number of units that are assembled creating the letterform.

Online, the height variations respond to the browser width.

Each floor of the building is adorned with uplifting messages, that encourage residents to "go for it," and "be yourself."

Each inspirational message is digitally printed on 4' square Starphire glass panels by Skyline Design.

Client: Smithfield Properties

Service: Branding; Signage

Credits: Entrance sign by Goldray
Glass Panels by Skyline Design
Tabloid by KK Stevens
Banners by Best Imaging Solutions

Process

The SoNu custom typeface is inspired by the modular typeface system Fregio Mecano. More information on Fregio Mecano is available at Fonts in Use (https://fontsinuse.com/typefac...)

Each letter is built with a left, middle, and right section. The script expands or contracts the typeface by inserting each modular unit, digitally recreating the act of hand setting a modular wood type system.

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