Background

Thinking Room Inc. is a Jakarta-based design studio, recognized for their reputation in creativity and deep cultural distinction. With a strong influence in branding and visual identity, they maintain their reputation as a design studio that balances the experimental approach with clear and purposeful design. As their internal discussion, they sought to create a unique visual voice that could scale up effectively in all communication forms.

Brief

In the first place, they already set their goals, which are more than just a typeface but visually complementer. They aim to look for a typeface that captures their personality—modern, playfulness, historical awareness, and a style that feels unmistakably the “Thinking Room”.

Together with Eric Widjaja, Ritter Willy Putra, and the Thinking Room team, we set out to find their unique creative rhythm. The challenge was about balancing heritage and forward-thinking design. TR Grotesk emerged as a geometric sans serif that blends the inspiration from the structure of early grotesques with a distinctly modernist edge.

Delivery

This font comes in three weights: Regular, Medium, and Bold—each paired with upright italics. Its structure is constructed by refined geometric based, yet subtle and unique. TR Grotesk beyond its form as the DNA of Thinking Room’s internal communication system. It is supported and used daily in emails, documentation, team presentation, and many experimental exercises. From this collaboration project, we create more than just a typeface but embedding identity through typography, resonating the character and composition in every letter, symbol, and space.