A custom typeface, Jasper, was drawn based on mechanics within the Versteel signature
Two 84-page offset-printed catalogs
Interior spreads
Corian panels and chair wall in the Chicago showroom

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, we designed a comprehensive identity system that expresses a spirit of machined, well-built, and limitless potential.

In conjunction with the Versteel visual identity system, we designed a photographic point-of-view, two catalogs, their Merchandise Mart showroom, a custom typeface, and engineered the partnership between Versteel and the internationally acclaimed, Indiana-resident, designer Jonathan Nesci.

Image Direction
Rick Valicenti
Graphic Design, Type Design
Nick Adam
Production, Styling
Anna Mort
3D Rendering
Zach Minnich
Jonathan Allen