London-based Lewis Moberly has created a bespoke typeface called “Susie” to combat the difficulties some customers have had reading text on the brand’s website and communications. Named after Tropic Skincare founder Susie Ma, the typeface is unique for its ability to appear clear yet sophisticated.
The agency was tasked with ensuring that the new typeface was accessible to everyone without violating Tropic Skincare’s dynamic branding system. The decision to adapt the typeface was made on the basis of research which indicated that a quarter of workers in the beauty industry are dyslexic, with one in seven across all industries suffering from difficulties in reading and in writing.
Emily Fox, Creative Director at Lewis Moberly, comments: “Our challenge was to create a handwritten typeface that could be easily read on all Tropic products and communications – where it can sometimes appear against a more complex background. We were constantly testing and refining the script to ensure its readability, without compromising its expressive design.
Lewis Moberly sought to create something new; a dyslexic-friendly font that moves away from the cliché of Sans Serif fonts. Recognizing missed opportunities in creating typefaces that incorporate volume, variety and verve, the agency’s reimagined typeface combines clarity and beauty.
Attempting to deliver a beautiful, accessible, and dynamic feel, Susie embraces a handwritten look for her readers. The typeface’s success, while hopefully appealing to as many people as possible, will ultimately be judged on whether people with dyslexia consider Susie to be readable. Tied to the brand’s core values, the redesign is part of Tropic Skincare’s drive for inclusivity.