Branding Fraser Academy is a student project. Fraser Academy is a private school that specializes in the education of students with dyslexia and other languange based learning disabilities. The brand carries the prestige of a private school, but it is tailored to be easier to read for dyslexics, and represents the cutting edge of education.
The solution was to create a brand that carried the prestige of a highly regarded private school, easy to read and recognize for dyslexics, but also inviting and on the cutting edge of education. The colours are prestigious, but were chosen to make reading easier for dyslexics. Navigation throughout the brand is based primarily on a set of icons. The typeface has rounded terminals, and the type is tracked and leaded out, also making reading easier for dyslexics.
These icons represent the different areas of study at Fraser Academy. These would be used for wayfinding in the school, on business cards, and other office communications. Icons were used for navigation across all platforms because it gives the brand a more cutting edge feel, and makes navigating much easier and less frustrating for those with language based learning disabilities.
All communication pieces would be using a cream colour with dark purple type because dyslexics have a more difficult time reading stark black type on a white page. The business card would feature a large deboss of the logo on one side.
The admissions package is a giveaway to those interested in their kids attending the school. It contains a brochure, an infographic, and the envolope has a slot for a business card.
The website's homepage is a parallax, and has been designed to meet the needs of the target market. Parents who visit this website for the first time will likely know very little about what dyslexia is and how it affects learning. It is probable their child has recently been diagnosed, and they are unsure about their child's future. The site walks them through how dyslexia affects the brain, the positives and negatives of the condition, and how Fraser Academy educates differently to serve the needs of dyslexics. These messages are communicated in a clear way, calming concerned parents and giving them a clear solution to their worries.
