Pearlfisher creates visual identity for neurodivergence campaign

The hidden 20% led by Ben Branson aims to reshape societal perceptions surrounding ADHD, Autism, Dyscalculia, Dyslexia, Dyspraxia, and Tourettes

Georgie Moreton

Deputy Editor, BITE Creativebrief


ADHD, Autism, Dyscalculia, Dyslexia, Dyspraxia, and Tourettes are neurodivergent conditions estimated to affect 20% of the global population. To shine a light on the often overlooked positives, unrealised potential and contribution that people with neurodivergences can have, Ben Branson, the visionary and entrepreneur behind Seedlip has launched ‘The Hidden 20%’, a weekly podcast, charity and social impact campaign.

To create a visual identity and carve out a tone of voice for the brand, Branson has sought the help of Pearlfisher London. Moving away from the primary colours and often patronising language that the sector is associated with, the agency has created a new striking identity that embodies the organisation's mission to change perspectives.

A punchy colour palette paired with dyslexia-friendly font, Lexend, brings a tone of voice to the guidelines for the charity, bringing to life a message of positivity and approachability. Large punctuation marks feature prominently in campaigns and marketing material to signify a voice for the community, encouraging discourse and questions.

The design approach aligns with The Hidden 20%’s mission to dismantle stigmas and encourage conversation and education to better support neurodivergence. Where the podcast and campaigns will feature conversations with neurodivergent entrepreneurs, celebrities, influencers, and experts, the design work echoes this focus on better, more informed communication.

Branson's own diagnoses of autism and ADHD make him well placed to help highlight the challenges that both society and individuals face when it comes to better understanding neurodivergence.

"From day 1, Pearlfisher's commitment to this project has been unwavering. They have created a stand-out and disruptive design world that cuts through the traditional tropes of the charity sector's visual language. The Hidden 20% podcast is a bold, modern take on how a charity's social efforts can be brought to life to create change. We need a paradigm shift in positively raising awareness of neurodivergence; it’s already begun, and we’re ready to help accelerate it!”  says Ben Branson, Founder of Prismnd and The Hidden 20%.

Bringing to life inclusion and progression through the power of design, the new visual identity for The Hidden 20% encapsulates the brand’s mission to encourage conversation and education that will lead to better inclusion, showcasing how creativity can have societal impact.