Project Details

Sydlexia helps people with dyslexia turn their differences into strengths. They asked us to create an awareness campaign. The goal was to educate the wider public on the challenges posed by dyslexia and ultimately generate interest in how Sydlexia can help

The insight came from their own teaching. People with Dyslexia often benefit from spatial and physical learning methods—like molding letters from clay. So rather than print another awareness poster, we made the poster something you do. Each one carries fragmented, scrambled typography that's genuinely hard to read at first — the dyslexic experience, on the wall. Fold it correctly and the scattered letters resolve into the name and shape of an animal. The act of folding turns confusion into understanding, and ties the word to its meaning through touch.

Handed out in newspapers and public spaces, it didn't describe dyslexia — it let people feel the difficulty and the breakthrough, and showed exactly how Sydlexia teaches.

Credits

Regional Creative Director: Fadi Yaish
Creative Direction: Ryan Atkinson
Design: Ryan Atkinson, Rijin Kunnath, Mohamed Samir
Copywriting: Jamie Kennaway, Steve De Lange
Case study: James Elgie, Joris Bosdriesz, Chirag Doshi, Prasad Shetty
Lead client: Babara Hoi

Making Sense of Dyslexia
Campaign, Graphic Design, Poster Design, Microsite Design
—

Sydlexia helps people with dyslexia turn their differences into strengths. They asked us to create an awareness campaign. The goal was to educate the wider public on the challenges posed by dyslexia and ultimately generate interest in how Sydlexia can help

The insight came from their own teaching. People with Dyslexia often benefit from spatial and physical learning methods—like molding letters from clay. So rather than print another awareness poster, we made the poster something you do. Each one carries fragmented, scrambled typography that's genuinely hard to read at first — the dyslexic experience, on the wall. Fold it correctly and the scattered letters resolve into the name and shape of an animal. The act of folding turns confusion into understanding, and ties the word to its meaning through touch.

Handed out in newspapers and public spaces, it didn't describe dyslexia — it let people feel the difficulty and the breakthrough, and showed exactly how Sydlexia teaches.

Regonal Executive Creative Director

Fadi Yaish

Creative Direction

Ryan Atkinson

Design

Ryan Atkinson, Rijin Kunnath, Mohamed Samir

Copywriting

Jamie Kennaway, Steve De Lange

Case Study

James Elgie, Joris Bosdriesz, Chirag Doshi, Prasad Shetty

Lead Client

Barbara Hoi

Awards / Features

One Show: 2 × Gold Pencils, 1 × Merit
D&AD: 1 × Wood Pencil
Cannes Lions: 1 × Silver Lion, 1 × Bronze Lion
Dubai Lynx: 1 × Gold Lynx, 2 × Silver Lynx, 3 × Bronze Lynx
Loeries: 1 × Silver Loerie
AGDA Awards: 1 × Pinnacle, 2 × Distinction
Behance: 1 × Best of Graphic Design
BP&O: 1 × Feature Article, 1 × Best of Monthly

©RA 2009 — 2024

DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI

JOHANNESBURG 🡒 BAHRAIN 🡒 DUBAI 🡒 SYDNEY 🡒 DUBAI 🡒 NEW YORK

©RA 2009 — 2024

DESIGNER × LOVER × HUSBAND × DAD × GAMER × WEB3 MAXI