Action on Hearing Loss

The main focus of the AOHL campaign was to design a typeface that visualised the sense of confusion that comes with having hearing loss. This was achieved by creating an alphabet derived from the ASL fingerspelling sign language. Abstract symbols resembling the position of the hand gestures were overlaid over the brand typeface to create a new, confusing one. The goal of this was to initially be distracted by the symbols, but once the audience concentrates they can understand the message. This typeface was applied to the collateral of the campaign.