Brand design agency Lewis Moberly has collaborated with Tropic Skincare to design a new script typeface with the dyslexic reader in mind.
Tropic Skincare approached Lewis Moberly with the task of designing a bespoke typeface after discovering the difficulty customers were facing in reading the script on their website and communications. The challenge was to ensure the new typeface is readable and accessible to all, without compromising on Tropic’s sophisticated and vibrant brand expression.
In the beauty industry 25% of workers are dyslexic and across all industries 1 in 7 people have difficulty reading and writing. Typically, Sans Serif fonts have been the go-to choice for dyslexic readers. For too long, the neuro-diverse community has missed out on volume, variety and verve. Lewis Moberly wanted to create an exciting and engaging typeface, breaking away from previous designs to create something modern and sophisticated.
Named after the founder of Tropic Skincare, Susie is the first script type to rewrite the rules for challenged readers. Susie unites clarity and beautiful disparities. The script unties the laces of letters to open, approachable, confident forms with textured irregularities. Several alternative versions of letters are included to align with the handwritten feel. This makes for a beautiful, approachable and dynamic typeface; bringing pleasure to those who find reading a challenge, and to everyone else.
Emily Fox, creative director, Lewis Moberly commented: “Our challenge was to create a handwritten typeface that could be easily read on all Tropic products and communications – where it may sometimes appear against a more complex backdrop. We were constantly testing and refining the script to ensure legibility, whilst not compromising on its expressive design.”
Susie Ma, Founder of Tropics Skincare: “We were keen to retain our handwritten style of design, whilst ensuring it is readable for all. Lewis Moberly was able to craft a bespoke, sophisticated, typeface that sits beautifully within our current branding, resonating perfectly with our overall core values around inclusivity.”
- Agency/Creative: Lewis Moberly
- Article Title: Lewis Moberly Unveils Inclusive Typeface for Tropic Skincare Designed with Dyslexic Readers in Mind
- Organisation/Entity: Agency
- Project Type: Digital
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Brand Identity, Brand Refinement, Type Design, User Experience, Web Design
- Industry: Health Care
- Keywords: Beauty, inclusivity, dyslexic typeface, typography, branding
Creative Director: Emily Fox