When creating a typeface the first thought I had was, "Does it need to be legible to make an impact?" and "What could a font such at that be used for?"

Drawing inspiration from the art movement known as Dadaism, I broke the letters down and rearranged them to void their meaning, while still giving them the 'feel' of being letters. The letters are playful and meaningless, while still having the same amount of strokes and lines. In essence, the letters have been torn apart and made into something new beyond their original purpose.

Dadaism itself was an anti-art movement, focused on showing how meaningless art had become over the outrage of World War I. When conceptualizing what to promote by using my type, with a tongue in cheek answer and also in true Dada spirit, I decided to promote the concept of anti-consumerism. A font that was created to be used in advertising, then to flipped to promote its antithesis is exactly the sort of thing Dada artists would have appreciated.