2017 Winners & Shortlists

The Campaign

The wider public understand the basic notions of dyslexia as a trouble with reading that is generally brought about by swapping letters around when reading. Our name and core brand idea is based on this. Sydney is often referred to as SYD. The solution was simple: a company from Sydney and Dyslexia training facility — Sydlexia. We underscored the Logo with a circular line that denotes the letters that need to be swapped to correct the word. This device is the visual embodiment of the brand, we play with words to either highlight the problem or demonstrate the solution. I.e. Barbara’s (the owner) surname is Hoi, and on the business card we used the system to good effect to act as a greeting — ”o Hi”.

Creative Execution

The logo and headline typeface resemble the clay used in the primary training methods (by means of slightly rounded edges). The body font and colour palette were all chosen to facilitate easy legibility (as studies show, dyslexics find it easier to read sans serif fonts, and that readability is increased when used on soft colours). The aim of these communications was to make them universally accessible. We created printable posters that can be downloaded from anywhere and were available in two versions: ones that could be printed in colour on white paper, or ones that you print in black on coloured papers.

Indication of how successful the outcome was in the market

More that 11,000 people visited Sydlexia’s website in the first week to learn how to fold the posters and find out more about dyslexia. The posters were downloaded more than 34,000 times. As a result, Sydlexia registered a 500% increase in enquiries received and they’ve never been happier to help.

Even though an estimated 1 in 10 people worldwide have dyslexia, there is very limited awareness as to what it is and even less as to how it’s treated. Most people have a vague notion that it relates to having difficulty reading, but have no idea what that means or how it manifests in the real world. As such, we wanted to first show our audience what dyslexia looks like while demonstrating how our teaching methodology can help you make sense of it, in essence providing a real world example of how Sydlexia helps them overcome their disabilities.