CUBE?

Identity

CUBE?

ThoughtCraft was originally founded in 2005 as CUBE design + research. We were  often asked about our name. No, we don't design cubes, but the cube is a basic unit of spatial measurement. Back in St. Petersburg Junior College our first design exercise was to draw 10 perfect cubes in perspective - freehand. Don't even try to use a straight-edge to draw them; Professor Bergsma would call you right out. We did a lot in class that first semester, but every night we had to draw those damn cubes for months until they were perfect. Then we began carving them up to develop space. It was a form of architectural bootcamp. We learned how to draw with precision, we learned how to control proportion, we learned how to see. We are forever grateful to those two first professors, Don Bergsma and Robert Hudson, who taught us not only how to see, but instilled a drive to reach far beyond what our young minds had imagined. CUBE was a nod to our roots.