The theme for 2011′s Absolut Fringe was Brave New World. Rather than a sci-fi vision of a dystopian future, it was a call to begin again. To create new art that connected with a need for radical change in Ireland. The call for submissions felt like a manifesto and so this is where we drew inspiration. To carry the powerful sentiment we developed a typeface. We redrew the typeface used on old Dublin street signs before amending certain parts to create something new and unexpected. Strong, simple typography in black and white was used to emphasise the strength and back to basics nature of the message.