Departing from the naive, rainbow-heavy, and often patronising language and visual aesthetic prevalent in its sector, the striking identity for THE HIDDEN 20% mirrors the campaign’s mission as a frontier for effecting change, starting with conversations on a podcast inviting neurodivergent entrepreneurs, celebrities, influencers, and experts. The identity offers a branded framework to enhance neurodivergence individuals’ education and support infrastructure.
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_05-1.jpg)
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_06-1.jpg)
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_07-1.jpg)
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_09-1.jpg)
Large, stylised punctuation marks appear in the charity’s ad campaigns and marketing materials, emphasising The Hidden 20%’s platform for its community and extending into accentuating facts or prompting questions. The punchy colour palette, complemented by the dyslexia-friendly font Lexend, which comes alive in the defined tone of voice guidelines, evokes positivity and approachability.
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_10.jpg)
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_11.jpg)
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_12.jpg)
![Pearfisher](https://pearlfisher.wpenginepowered.com/wp-content/uploads/2024/01/Hidden-20_Pearlfisher_13.jpg)