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, Indiana-resident, designer Jonathan Nesci.

This work was designed in partnership with John Rouse at Perception a market research practice, and with JoChicago a market relations studio.