The branding agency's client wanted an "ultra modern" typeface that was "futuristic without being gimmicky or ephemeral," according to the design brief. Designer Sebastian Lester took on this intriguing custom font assignment, but soon, a bureaucratic decision cancelled the project."I was left with a sketchbook full of ideas and thought it would be a shame not to see what came of them," says Lester. He decided to finish the design on his own.Lester's research confirmed that the principal ingredient of an "ultra modern" typeface was simplicity of character structure: a carefully drawn, monoline form, open letter shapes and smooth, strong curves. To conceive a typeface that crossed the line from modern to futuristic, Lester decided to amplify these qualities.