Project Details

Sydlexia, an organization dedicated to helping individuals with dyslexia harness their strengths and manage challenges, sought an engaging and informative public awareness campaign. The goal was to help the wider public understand the difficulties dyslexic people face when reading, generate interest in Sydlexia's services.

Through research with their team, we discovered that dyslexic individuals often benefit from spatial and physical learning methods—like molding letters from clay—due to their right-brained strengths in spatial reasoning. So instead of creating a generic poster campaign, we transformed the posters into interactive learning tools mirroring Sydlexia's educational approach.

I led the team in developing a series of origami posters featuring fragmented typography that appeared confusing at first glance, emulating the dyslexic reading experience. When folded correctly, the scattered letters aligned to form the name and shape of an animal, engaging viewers through tactile and spatial interaction. This process helped forge a connection between the word and its meaning, providing an empathetic insight into dyslexia.

By inviting the public to participate in the folding process, we turned a simple poster into an educational experience. Distributed through newspapers and public spaces, the campaign not only raised awareness about dyslexia but also highlighted Sydlexia's expertise in supportive teaching methods. Our innovative solution demonstrated how thoughtful, user-centered design can create meaningful connections and generate interest in the client's business.

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
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Sydlexia, an organization dedicated to helping individuals with dyslexia harness their strengths and manage challenges, sought an engaging and informative public awareness campaign. The goal was to help the wider public understand the difficulties dyslexic people face when reading, generate interest in Sydlexia's services.

Through research with their team, we discovered that dyslexic individuals often benefit from spatial and physical learning methods—like molding letters from clay—due to their right-brained strengths in spatial reasoning. So instead of creating a generic poster campaign, we transformed the posters into interactive learning tools mirroring Sydlexia's educational approach.

I led the team in developing a series of origami posters featuring fragmented typography that appeared confusing at first glance, emulating the dyslexic reading experience. When folded correctly, the scattered letters aligned to form the name and shape of an animal, engaging viewers through tactile and spatial interaction. This process helped forge a connection between the word and its meaning, providing an empathetic insight into dyslexia.

By inviting the public to participate in the folding process, we turned a simple poster into an educational experience. Distributed through newspapers and public spaces, the campaign not only raised awareness about dyslexia but also highlighted Sydlexia's expertise in supportive teaching methods. Our innovative solution demonstrated how thoughtful, user-centered design can create meaningful connections and generate interest in the client's business.

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

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©RA 2009 — 2024

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