For this brief, I created a custom modular typeface called Ardua for the Birmingham Design Festival. I drew inspiration from the festival’s theme of “Play” and its ambition to be both bold and international. I explored modular design, bitmap styles, and minimalist influences like Braun and Helvetica to build a tall, geometric font with a unique twist — a variable crossbar that adds flexibility and visual interest.

I developed the typeface in Glyphs, built an animated showcase using Cavalry, and applied it in posters, mockups, and motion graphics tailored for the festival. The final font is striking, adaptable, and designed to stand out in display settings while nodding to both industrial heritage and playful experimentation.