Brand Identity for a Women's Hidden-Homelessness Charity

Step back and a woman appears: a halftone identity designed to make hidden homelessness visible while preserving anonymity.

The Clients developed an identity for Invisible Fund, Darya Baybakova's charity supporting women experiencing hidden homelessness and violence. The system uses a halftone effect that appears as digital noise up close but reveals the silhouette of a woman from a distance, reflecting how the issue is overlooked by society.

Insights

The Clients uses halftone imagery that reads as visual noise close up and resolves into a female silhouette from farther away.
The brief treats anonymity as a design requirement: raising awareness should not require beneficiaries to expose their histories.
The fund’s own principles support that choice: anonymous access, proactively offered help and control remaining with the woman.
Editorial takeaway: the viewing distance makes the audience’s difficulty seeing the problem part of the communication.